UnSelling: The New Customer Experience (Scott Stratten; Alison Kramer, 2014)


  • How can we make a difference to our customers?
  • Pulse mood: Ecstatic, Static, Vulnerable
  • To help customers: What would you like to STOP? What would you like to START doing? What would you like to CONTINUE doing?
  • Brand flat lines are opportunities for competition
  • Immediacy is one of the most important things in social media
  • BlockBuster did went ahead with the right choice like Netflix
  • Do not buy equipment from mountain climbers turned salesperson - because you need the tools they are climbing and not when they are at the top
  • Social media explained-
    Twitter: I’m eating donut
    Facebook I like donut
    Foursquare: This is where I eat donut
    Instagram: Here is a vintage photo of my donut
    YouTube: Here I am eating a donut
    LinkedIn: My skills include donut eating
    Pinterest: Here’s a donut recipe
    MySpace: I’m eating donut alone
    Spotify: I am listening to “donuts”
    Google+: I’m a Google employee who eats donuts
    Reddit: I’m eating a donut. AMA
    Vine: I’m eating a donut… I’m eating a donut… I’m eating a donut…
    Snapchat: My donut will disappear in 5 seconds
    Jelly: Does anyone know where I can get a donut?
  • Social media mistakes: own it apologise, remedy it, and move on to doing better
  • Never use direct offenses - e.g. using funeral to sell real estate
  • Don’t leave high-fives (praises) hanging, respond to your regular customers than fire-fighting


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