Myth of Excellence by Fred Crawford and Ryan Mathews
Review by : ilaxi patel
The success of any company always depend on the discipline of marketing, breaking off the malpractice adopted by and large by many companies.
Respect, service, trust, genuine quality are the values to strengthen from the grass root levels. Fred Crawford and Ryan Mathews with a in-depth research of many companies reveals that customer service is the key to success and the customer experience is the prime dedicating factor consideration in time to come.
The Myth of Excellence offers the Consumer Relevancy model, developed from a study of executives worldwide and more than 10,000 consumers. Using this model, companies can develop an effective strategy that will allow them to dominate their markets in one of the five attributes of commerce, differentiate on a second, and remain average on the remaining three. Dozens of examples and case studies provide a blueprint for action that will help marketing professionals develop a meaningful relationship with their customers and boost the bottom line.
Some Companies have a complacent attitude of managers/owner who believe, “since doors of my business are open, the customer will come.” This attitude is an ego which would now allow them to listen to whoever has a message and won’t care what they have to say. Often they swindle and fail for efficiency and action.
Successful companies who make it to the top in the corporate world, and continue to grow, have already learned an important lesson: if they want to increase sales, minimize costs and increase bottom-line profitability, they better pay very close attention to what the customer is telling them.The authors of this book have certainly done their homework on this book.
The authors have broken down the key areas of marketing into five basic components:
access
experience
price
product
service
The book is an insight to the companies to offer the best by examining their products and executing them with par excellence to stand by the competitive edge. Myth of Excellence is way of the wizard to gain the confidence of the customers. The idea to give a commission and link to something ‘free’ is a common notion. The rates pulled up to a 20% and than the discount offered only stems out indecent bargain ethics. Brand name and quality are in demand and customers often resort to the quality and service of the consumer products. Catching promotions do attract but the consumer stays unimpressed if quality, service & trust is not offered. Trust is the key of a merchant’s scale to shoot up the success chart. This book is a read for CEOs and Company marketing Dept executives to play their roles and create a brand offering the best of the best to keep the customer list hooked to their line of products. Appreciation of the customers motivates the team for a success. This book is a good read for CEO’s of Companies who fall below standards and it stands a handy resource guide to marketers who wish to excel and stand a ‘class apart’ wading the competition to be on top.
I recommend this book as it has the value guidance for Companies who want to reach the ‘winning edge’- Whatever be the product!
An ultimate guide to profitability with insights to shifting needs of customers.
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