{"product_id":"2940170375523","title":"Extreme Trust: Honesty as a Competitive Advantage","description":"If you accidentally try to order the same song twice from iTunes, you'll be warned that you already own it. Not because it would be illegal or unethical for Apple to profit from your forgetfulness. There's a clear business reason: the leaders of iTunes realize there's no better way to make you trust them than to be totally honest when you least expect it.\u003cbr\u003e  \u003cbr\u003e In the age of the Web, smartphones, and social networks, every action an organization takes can be exposed and critiqued in real time. Nothing is local or secret anymore. If you treat one customer unfairly, produce one shoddy product, or try to gouge one price, the whole world may find out in hours, if not minutes. The users of Twitter, Yelp, Epinions, and similar outlets show little mercy for bad behavior. The bar for trust­worthiness is higher than ever and continuing to rise.\u003cbr\u003e  \u003cbr\u003e Don Peppers and Martha Rogers argue that the only sane response to these rising levels of transpar­ency is to protect the interests of customers proac­tively, before they have a chance to spread negative buzz-even if that requires spending extra money in the short run to preserve your reputation and cus­tomer relationships in the long run. The payoff of gen­erating extreme trust will be worth it.\u003cbr\u003e  \u003cbr\u003e The authors show how this trend is playing out in many different sectors. Among their insights:\u003cbr\u003e\u003cul\u003e\n\u003cli\u003eBanks will soon have to stop relying on overdraft charges, because depositers will expect advance warnings of low balances.\u003c\/li\u003e\n\u003cli\u003eRetailers will be expected to remind shoppers when they have unused balances on their gift cards.\u003c\/li\u003e\n\u003cli\u003eCredit card companies will have to coach customers on avoiding excessive borrowing.\u003c\/li\u003e\n\u003cli\u003eCell phone providers will win more business by helping customers find the cheapest calling plans for their usage patterns.\u003c\/li\u003e\n\u003cli\u003eHealth insurers will make recommendations based on improving long-term health, not increasing their revenue.\u003c\/li\u003e\n\u003c\/ul\u003e The companies that Peppers and Rogers call \"trustable\" remember what they learn from each inter­action, and they use these insights to create better and better customer experiences. They focus on win­ning the long-term battle for trust and loyalty, even if the dollar value of that trust is hard to quantify. \u003cbr\u003e  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.","brand":"Instructional Systems [Aubrey J. Kline (aka Jim Kline dba Instructional Systems)]","offers":[{"title":"Default Title","offer_id":47115146330352,"sku":"2940170375523","price":34.98,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940170375523_p0.jpg?v=1763708648","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940170375523","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}