Uncommon Practice: People Who Deliver a Great Brand Experience

This is a terrific book. It paints a picture of what the 21st Century

company has to look like. In today's hypercompetitive markets the business

has to be profoundly customer centric if it is to prosper. This is not about

clever advertising but creating a genuine commitment among employees to

provide customers with a unique, quality experience.

What makes the book different is that the authors have chosen 19

fascinating businesses, most of them now household names, like Amazon, Tesco

and Manchester United. Instead of a dull academic treatise they let the top

executives do the talking about what makes their companies different. It

provides a host of up-to-date insights for managers and

MBAs.

Professor Peter Doyle, Warwick Business School

How often do you get the chance to have an unmediated head-to-head with

business leaders who are delivering on the new frontier of business - the

customer experience? There are so many books out there trying to interpret

the essence of business success that it is refreshing to find one where the

interviewees at the heart of the book tell their story in their own words,

instead of being paraphrased, interpreted or misinterpreted.

So if you want to hear direct from Richard Branson and his lieutenants,

Carphone Warehouse's Charles Dunstone and other uncommon business leaders -

many of whom are notoriously reluctant to be interviewed - the 'Uncommon

Practice' is the book that lets you hear their story straight from the

horse's mouth.

Phil Dourado, Editorial Director, eCustomerServiceWorld.com

'This book takes an original approach to its subject and comes up with some

uncommonly useful lessons.'

Rufus Olins, editor-in-chief and publisher, Management Today

It is a fascinating book...it provides insights into some of the most challenging brands of the late-20th century and gives an instant guide to some of their most innovative ideas.

Marketing