رفتار برنده: آنچه هوشمندترین و موفق‌ترین شرکت‌ها به‌طور متفاوت انجام می‌دهند

"Winning Behavior" gives companies a new way to increase business: by "outbehaving" rivals so that customers see a positive behavioral difference at every customer touchpoint - from product development and branding to bids and proposals, service, and much more. It is this company-wide Behavioral Differentiation that breeds lasting customer loyalty by allowing any company to distinguish itself from competitors in a tough, crowded market. "Winning Behavior" will prove to be a landmark book in the literature on customer service and customer relationship management: there has never been a book on Behavioral Differentiation before, but readers will see its potential in the results of the blue-ribbon organizations that practice it.This title is packed with eye-opening case histories and examples: Ritz-Carlton Harley-Davidson Enterprise Rent-a-Car Wal-Mart. It features exclusive interviews with high-profile executives including: George Zimmer (Men's Wearhouse) Hans-Olof Olssen (Volvo) Piers Marmion (Heidrick & Struggles) and others. TWA. Digital Equipment Corporation. American Motors. Once they were solid employers and household brand names. Today these companies, and dozens like them, have been absorbed by stronger competitors or have disappeared altogether. Why did they collapse? Nordstrom. IBM. Volvo. Southwest Airlines. These companies and many more are hardy survivors. In good times and bad, they attract and retain committed employees and loyal customers. Their reasons for success are hardly trade secrets. Why, then, is their success so difficult to duplicate? The difference lies in behaviors -- specifically, in the kind of winning behaviors that are the focus of this book. Companies gain ground when they distinguish themselves in positive ways, and lose ground alarmingly fast when they lost sight of customer expectations. The gold standards of behavioral differentiation are within reach, if you're willing to fine-tune the engines and practices that drive them. Today you can't win customers through high-quality products or good service alone. Your competitors offer those benefits, too. If you want to outperform them, you've got to outbehave them. Winning Behavior shows you how to make the difference at every customer touchpoint -- and take your business to the pinnacle of its industry.Why do customers need your company? Almost every industry offers a huge range of options to savvy buyers. Sometimes a field is so crowded that customers can barely tell key competitors apart. Their question becomes not "Who can do the work?" but "Who do I want to work with?"The answer, as you'll discover in these pages, lies in doing everything possible to make customers prefer to work with you -- and realizing that the old ways of differentiating yourself no longer cut it. Competitive prices, quality products, and even great customer service will not suffice. To make a sale today, and to keep a customer for years, there must be a positive chemistry between buyer and seller. What creates that chemistry is the seller's behavior at every stage of interaction with the customer. The smartest companies use a well-orchestrated array of winning behaviors that raise the bar for competitors and keep customers coming back for more. This book shows you how to cultivate the behaviors that will separate your company from the pack -- and make it a market leader. Based on studies of exemplary organizations such as Disney, Nordstrom, Volvo, Southwest Airlines, Hall Kinion, Ritz-Carlton, Men's Wearhouse, Harley-Davidson, and others, Winning Behavior will help you build practices that are unique to your company and irresistible to customers. You'll examine how your organization behaves in nine crucial domains of differentiation: from initial customer contact to order fulfillment; from product development to packaging; from CEO communications to front-line customer service. In an age where even the best products are quickly imitated, businesses must constantly find new ways to outpace competitors. Successful companies differentiate themselves not just with superior products, but also by how they behave toward their customers at every service, product development, marketing, branding, bids and proposals, presentations, negotiations, and more. Behavioral Differentiation is emerging as the "final frontier" in competitive strategy, and Winning Behavior shows how leading companies use it to exceed expectations and outperform competitors. This eye-opening book offers case histories and examples from companies like GE, Volvo, EMC, Ritz-Carlton, Wal-Mart, and Harley-Davidson, plus interviews with executives like George Zimmer (Men's Wearhouse), Colleen Barrett (Southwest Airlines), and Gerry Roche (Heidrick & Struggles). In today's ultracompetitive business landscape, product quality and competitive pricing are prerequisites for staying afloat. Winning Behavior reveals the secrets the best companies use -- and any business can use -- to stay at the pinnacle of success in their industry. Annotation Winning Behavior gives companies a new way to increase business: by "outbehaving" rivals so that customers see a positive behavioral difference at every customer touchpoint-from product development and branding to bids and proposals, service, and much more. It is this company-wide Behavioral Differentiation that breeds lasting customer loyalty by allowing any company to distinguish itself from competitors in a tough, crowded market. Winning Behavior will prove to be a landmark book in the literature on customer service and customer relationship management: there has never been a book on Behavioral Differentiation before, but readers will see its potential in the results of the blue-ribbon organizations that practice it. Packed with eye-opening case histories and examples:Ritz-CarltonHarley-DavidsonEnterprise Rent-a-CarWal-MartFeatures exclusive interviews with high-profile executives including:George Zimmer (Men's Wearhouse)Hans-Olof Olssen (Volvo)Piers Marmion (Heidrick & Struggles) and others Chapter 1: The final frontier Chapter 2: We will assimilate you Chapter 3: You are how you behave Chapter 4: The four ways to create behavioral differentiation Chapter 5: The gold standards in behavioral differentiation Chapter 6: Random acts of kindness Chapter 7: Exceptional values Chapter 8: Living the promise Chapter 9: The engines that drive behavioral differentiation Chapter 10: Why Southwest Airlines soars: B2C behavioral differentiation Chapter 11: Searching for stars: B2B behavioral differentiation Chapter 12: Creating and sustaining behavioral differentiation. Bacon and Pugh (consultants) describe how successful companies differentiate themselves from competitors and gain a strategic advantage by doing so. Advocating a "Behavioral Differentiation" approach to competitive strategy, they present case studies and executive interviews, drawing lessons for the operational, interpersonal, customer-service, and symbolic aspects of management. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com) Ralph Waldo Emerson wrote that if you can write a better book, preach a better sermon, or build a better mousetrap, though you build your house in the woods, the world will make a beaten path to your door.