Bill Price & David Jaffe 
Your Customer Rules! 
Delivering the Me2B Experiences That Today’s Customers Demand

What you need to know about your customers

Now more than ever, every interaction you have with customers is
critical. Customers today have unlimited information at their
fingertips–and can influence the purchase decisions and
behaviors of millions of others. With this comes a shift in the
balance of power, and every company must come to terms with the
fact that the customer is in control. Interacting with customers in
the way they want is an essential business strategy and in many
industries, the key to business success.

Executives still refer to B2B and B2C business models, as though
companies control demand by going to customers with products and
services. But as Bill Price and David Jaffe (authors of The Best
Service is No Service) show, a new business model is emerging
in which the customer directs the relationship. It is becoming a
world of ‘Me2B’–one in which the customer, not the business,
dictates the terms of engagement. In order for your business to
thrive, you must create positive experiences to fulfill a range of
customer needs.

Though the mediums for customer engagement continuously evolve,
Price and Jaffe show that customer needs remain unchanging. In
Your Customer Rules!, they define a critical hierarchy of
seven needs that your company can meet and apply as a
methodology.

Throughout this practical guidebook, Price and Jaffe share
examples of companies who succeed by meeting these seven needs,
including Amazon, Apple, IKEA, Nordstrom, USAA, Shoes of Prey,
Vente-Privee, and Yamato Transport, as well as those that didn’t.
Your Customer Rules! offers tailored advice for companies at
every stage, from nimble startups to legacy firms with established
customer service practices–and everyone in between.

With a simple, elegant solution for driving lasting value for
customers, Your Customer Rules! is a clear guide for
strengthening customer relationships and competing on more than
price. It is essential reading for executives at all
levels–business owners, marketing managers, and anyone who
works directly with customers.

Table of Content

Preface ix

1 From B2C to Me2B 1

2 You Know Me, You Remember Me 13

3 You Give Me Choices 35

4 You Make It Easy for Me 57

5 You Value Me 83

6 You Trust Me 107

7 You Surprise Me with Stuff I Can’t Imagine 131

8 You Help Me Be Better and Do More 153

9 What Drives Me2B Leaders 175

10 The Foundations of Me2B Success 195

Epilogue: Don’t Wait to Act 219

Notes 221

Glossary 225

Recommended Reading 229

Acknowledgments 231

About the Authors 235

Index 237

About the author

BILL PRICE was Amazon’s first global VP of customer service. He is founder of the Global Operations Coun-cil, chair of the Chief Cus-tomer Officer Forum in the Americas, founder of Driva Solutions LLC, co-founder of the Limebridge Global Alliance and a partner with Antuit. Price is a frequent keynote speaker, graduate school instructor in marketing and global business management, and advisory board member. He lives in Washington State, USA.

For more information, please visit www. drivasolutions.com and www.antuit.com

DAVID JAFFE is the consulting director and founder of Lime Bridge Australia. He created the Chief Customer Officer Forum in Australia and has spoken at events and conferences in Australia, Asia, and North America. He has consulted in Britain, Ireland, Australia, India, New Zealand, Hong Kong, the Philippines, Singapore, and the United States. He lives in Melbourne, Australia. For more information, please visit www.limebridge.com.au

Together, Bill Price and David Jaffe are the authors of The Best Service Is No Service (Jossey- Bass, 2008)