Overpromise and Overdeliver: How to Design and Deliver Extraordinary Customer Experiences

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Penguin, 2009 - Business & Economics - 226 pages
The Wall Street Journal and BusinessWeek bestseller-fully revised and updated

The old cliché is that smart companies underpromise and overdeliver. But in today's crowded market, underpromising is a ticket to oblivion.

Companies like American Girl, Best Buy, and Apple came out of nowhere to dominate their markets. How did they scoop their bigger and wealthier competition? It wasn't through a fat marketing budget. It was because they made, and kept, dangerously ambitious promises. In fact, they overpromised to lure customers in-and then overdelivered to keep them.

Rick Barrera shows how to make sure that every point of contact between your company and its customers is well executed and fulfills an over-the-top brand promise, to drive word of mouth and rapid growth.
 

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Contents

Overpromise
5
Overachievers Overpromise
7
Whats a Brand Overpromise?
27
How Do You Build Your Overpromise?
47
How Do You Make Your Brand Overpromise Unique?
75
Overdeliver
99
How Do You Optimize Your Product Touchpoints?
101
How Do You Optimize Your System Touchpoints?
117
How Do You Optimize Your Human Touchpoints?
139
A Case in Touchpoint Lexus
169
A Case in Touchpoint Apple
193
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About the author (2009)

\Rick Barrera is CEO of Overpromise Inc., a consulting firm that helps companies of all sizes build cool, differentiated brands and extraordinary customer experiences. A popular business lecturer, he is also the coauthor of Collaborative Selling and Non-Manipulative Selling.

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