Tony Cram Books

Concise, realistic, and highly readable, this book offers insightful strategies for achieving service excellence. With a brilliantly simple premise that a successful service approach involves a 'rising upward trajectory' leading to an impressive finish, it outlines eight practical steps anyone can implement. The author, Tony Cram, provides real-life examples and tailored advice for various industries, demonstrating how to transform a good customer experience into a memorable one. To win and retain customers, businesses must exceed expectations. This guide reveals how to create a remarkable customer journey by making excellent first impressions, managing expectations, building trust, and effectively handling challenges. Cram emphasizes the importance of making every customer feel valued and fostering long-term interest through innovation. He also discusses recovering from mistakes and leaving customers eager to return. Tony Cram, an expert in competitive marketing and innovation, has presented globally and is a Programme Director at Ashridge Business School. His focus is on customer value, brand development, and long-term business relationships. His previous works include titles on relationship marketing and pricing strategies, further showcasing his expertise in enhancing customer engagement and business performance.

The most neglected element of the marketing mix can have an unrivalled impact on the bottom line. Smarter Pricinghelps managers make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market and capture more value for their business. At no time has effective pricing been more significant. Buyers are getting stronger, markets more transparent, and manufacturers in new powerhouses such as China, are becoming more and more competitive. Recent McKinsey survey of 2500 companies calculated that a 1% increase in price improves operating profit by 11.1%. Smarter Pricing is a good, hands-on book on pricing for practising managers, providing a developed mix of techniques through international examples from a range of sectors that bring pricing theory into a real-world context. Smarter Pricing joins the developing suite of FTPH books offering executives focused and practical advice on decisive business challenges. Smarter Pricingis a fast and focused companion to practical price management, for executives and marketers in every sector.

Kniha specialisty na problematiku hodnoty pro zákazníka ukazuje, že k získání a udržení zákazníků je třeba nejen uspokojovat jejich očekávání, ale v mnohém je předčit. Dokazuje, že tajemství úspěchu při poskytování služeb spočívá právě v mistrovském zvládnutí oné "koncovky". Inspirativní příručka, která se opírá o řadu praktických příkladů z různých odvětví, je určena především obchodním manažerům a všem, kteří chtějí poskytovat takové služby, jež budou zákazníci opakovaně vyhledávat a dále doporučovat. Překlad z angličtiny Aleš Lisa.