Simply better: winning and keeping customers by delivering what matters most

ILM Module D3.1

In their relentless quest for differentiation, many companies have poured their energies into making their offerings distinctive from competitors. Yet, according to marketing experts Patrick Barwise and Seán Meehan, in doing so companies have neglected the very basic activities that matter most to customers. This refreshingly straightforward book argues that it is not the addition of unique gizmos or features that wins and keeps customers, but the steadfast delivery of the fundamentals-products that actually work and reliable services that take place on time. The authors provide an actionable framework that managers can use to: understand customer needs and priorities; explore why customers do and do not buy a particular brand; decide which "basics" their company should focus on; and overcome the five key challenges to meeting and exceeding their customers' true expectations.