Jan 6, 2020
In this episode we talk about Trust as the New Currency with Don Peppers with co-author of "Extreme Trust" and leading marketing expert on the future of customer experiences.
Not so long ago, being reasonably trustworthy was good enough. But soon only the extremely trustworthy will thrive. Today's modern customer experience where every action an organization takes can be exposed and critiqued in real time. Customers have access to so many instant options to share their dissatisfaction that the bar for trustworthiness is pushed higher than ever and continues to rise.
Don argues that the only sane response to these rising levels of transparency is to protect the interests of customers proactively-even if that requires spending extra money in the short run to preserve your brand reputation in the long run.
The payoff of generating extreme trust will be worth it. With a wealth of fascinating research as well as practical applications, this book will show you how to earn - and keep - the extreme trust of everyone your company interacts with.
Don Peppers is recognized as a global
authority on marketing and business competition. His first book,
The One to One Future, written with Martha Rogers in 1993, is
widely credited with having launched the CRM revolution.
Research by SatMetrix in 2015 ranked Don and Martha as the world’s #1 most influential authorities on customer experience management issues. A genuine thought leader, Don was listed by The Times of London as one of the “Top 50 Business Brains,' while Accenture named him one of the “Top 100 Business Intellectuals,” and the UK’s Chartered Institute for Marketing called him one of the 50 “most influential thinkers in marketing and business today.”
In 2013 the Direct Marketing Association (US) inducted him into its Hall of Fame.
Don has authored or co-authored a legacy of international business best-sellers that have collectively sold over a million copies in 18 languages:
• Customer Experience: What, How, and Why Now
• Extreme Trust: Honesty as a Competitive Advantage (2012)
• Managing Customer Relationships (2011)
• Rules to Break & Laws to Follow (2008)
• Return on Customer (2005)
• One to One B2B (2001)
• The One to One Manager (1999)
• The One to One Fieldbook (1999)
• Enterprise One to One (1997)
• Life’s a Pitch: Then You Buy (1995)
• The One to One Future (1993)
Don Peppers: CX Speakers
Scott Martin: ScottMartin.org