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Why They Don't Buy: Make Your Online Customer Experience Work

Why They Don't Buy: Make Your Online Customer Experience Work

by Max Mckeown (Author)

  • Used

    Hardcover 2001

    $5.81
Synopsis

This is the science of the selling online. Why They Don't Buy delivers a practical program for designing and building an online customer experience that will get your customers buying online, buying again and buying from you.

$5.81

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Quantity

1 in stock

More Information

Format: Hardcover
 Pages: 256
 Edition: 1
 Publisher: Financial Times/ Prentice Hall
Published: 30 Oct 2001
ISBN 10: 0273656740
ISBN 13: 9780273656746

Media Reviews
Book of the week: Marketing This book is a wake-up call to online retailers. More than just a set of checklists, McKeown attempts to create a framework for approaching the business of selling online. Always exhorting the reader to look through the customer's eyes, the book sets out a series of exercises for teams to go through, creating a set of goals and deliverables for their site -all directed at generating better sales. Online retail is getting better, but it's a hard slog and most practitioners are having to invent processes and strategies for themselves. Even if you don't buy 100% into the framework the book sets out, there's a great deal of useful stuff here that will ultimately save readers time having to figure it out for themselves. McKeown is keenly aware of the small but significant characteristics of a website that help it stand out for the customer. Start and Run your Business , April 2002
Author Bio
Max J. McKeown is an internationally respected authority on customer leadership and electronic experiences, a teacher, thought-shocking speaker, columnist, organisational consultant, and founder of Maverick & Strong (a company that specializes in rebuilding organizations around their customers). His e-customer principles were made famous throughout the thinking corporate world in his best selling book E-Customer (Pearson Education, 2000). He has been on a worldwide, seat of his pants quest to find the businesses in North America, Europe, Africa and Asia that have understood the needs of the linchpin e-customer. They're profiled and analyzed in case studies ranging from the one-person business to the mega-corporation and across every sector. He was told again and again that it is not (never was) enough to make the page pretty or functional or funky. It is not enough to be on the web, or WAP or digital TV. It has to be profitable and harmonious. It has to be a world-beater in some key aspect or it will not move beyond a defensive use of funds or a hobby. Visit him at www.maxmckeown.com Max, his wife, Deborah, and their three children, live in Yorkshire, England.