Marketing was one of the important components of my graduate studies and from day one Philip Kotler was our guru. We would pore away his case studies, mug up the theories and carry the big fat book with great pride. When I got an opportunity to review TGC Prasad’s book, The last ten percent, I was intrigued and the minute I got my hands on it, I started reading it. Before I tell you my thoughts about the book, let’s have a look at the synopsis of the book.
About the book
The Last Ten Percent by author TGC Prasad throws light on how to convert every customer engagement into a unique opportunity. This book provides an analysis on customer service and management. A knowhow on how to sell and service customers, take care of the employees and thus improve customer centricity. This is a book for all companies who want to improve customer service thus translating into great customer experience. In this book he has given example of few well known brands like Starbucks, Nestle etc. All in all a meaningful and suggestive book on how to provide a fab customer experience, why are a few companies better than the others and what sets them apart.
The Last Ten Percent believes that many companies fail to give the perfect experience to a consumer by not taking into consideration the last ten percent. The author gives two case studies from his life to illustrate the same. Once the concept has been established, one is taken through case studies of Wal Mart, Rent a Car, Nestle and many others and tries to focus on things they have gotten right. For example Rent A Car just asks two simple questions to their consumer to know whether his or her experience has been smooth; they have to answer
How would you rate your last Enterprise experience? 2. Would you rent from Enterprise again?
Two simple questions that help this enterprise get genuine feedback and understand the problems a person may have faced or the things that might have pleased them.
All these demonstrate how exactly they have delivered the “Last 10 per cent” of excellent customer service. After all, they believe in creating a loyal customer base.
This book also details on various steps companies can take to ensure that they go that extra mile to keep their customers happy.
The best part about this book is that it is a very light and easy read. It summarizes maximum points in very few words and it is suitable for professionals as well as students. So if you are looking to know learn how to go that extra mile to make your customers happy, you should definitely pick this book up.