Customer Dreams is a breath of fresh air. It has a singular theme, is very easy and enjoyable to read in one sitting, and has real life situations and characters that we can identify with. We understand the issue which affects most of us who run a business, and we can clearly see how to think outside the transaction box to increase sales, profit and customer satisfaction. This change in thinking is already benefitting us and our businesses. Many thanks Alex. --Ronny Putnins, Kokoro Computer Services, AUSTRALIA
This is a fantastic read, and a wonderful reminder that at the core of every business transaction are human beings striving for meaningful and mutually beneficial relationships. It is so easy to get stuck, or fall back into a hard and cold exchange when we are concerned about failure, or deficiency; a transaction box as Alex names it. The warmth of stepping outside the box and deeply engaging our customers both helps our endeavours to be successful, as well as our hearts to be fulfilled by a job well done --Eshu Martin, Zenwest Buddhist Society, CANADA
Which is tragic, because it’s so unnecessary.
Customer Dreams uses a wonderful story and a step-by-step guide to show you how a simple shift in thinking increases the creativity, innovation and profitability of any small business.
Customer Dreams tells you to forget all the conventional business advice you’ve heard. You know, the stuff that tells you to listen to what customers want and then deliver it. With a cherry on top.
That advice inevitably leads you into a hyper-competitive “transaction box” that squeezes out your profit, your creativity, and your success.
Ain’t no cherries there.
That's because there’s a fundamental conflict at the heart of all your customer relationships:
You want to get more cash.
They want to spend less cash.
This is a zero-sum game. And your customer controls the cash so it’s a game you’re going to lose.
There's only one thing left to do: you need to change the game.
Customer Dreams will inspire and entertain you. But this is serious stuff, so you'll also learn:
• HOW a small business gets caught in the “transaction box”.
• The BENEFITS of escaping the “transaction box”.
• A step-by-step GUIDE that will make YOUR business more creative, more innovative, and more profitable.
Customer Dreams evolved out of Alex Glassey's extensive experience with thousands of business owners in over 100 countries. It's easy-to-read. It's practical. And it works.
David Worrell, a small business owner and partner in FUSE Financial Partners, said this:
"Customer Dreams is a refreshingly candid look at the real trials and troubles of a customer-facing business. By deeply examining the role that we each play in the lives of our customers, we learn to differentiate our offering and truly put customers first. But Customer Dreams is not a trivial lesson – this is a rock solid look at the way a shift in perspective can transform an organization (large or small)."