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Smart Customers, Stupid Companies | McorpCX

Published March 11, 2022

Michael Hinshaw’s Book on Digital Disruption and the Customer Experience

Written in 2012, this book, co-authored by Bruce Kasanoff, is still relevant today. Disruptive forces that were then looming on the horizon, have radically disrupted business as we know it and forever changed the concept of customer experience. What’s hiding around the next corner, and will your organization be ready for it?

For the past decade, companies have strived to act at least as smart as their customers (and more importantly, the stakeholders they want to attract).

Today, it’s common knowledge that digitally enabled customers demand anytime, anywhere access to the companies that serve them. Increasingly empowered and disloyal, these customers recognize what many companies don’t: that the world has changed dramatically, but many companies haven’t.

Forget innovation—in our increasingly omni-channel, always-on, customer-first world, many companies aren’t even sure how to keep up. Whether you’re working for a start-up or an established enterprise, this best-selling book is for companies that wish not only to survive, but to thrive. And they can, provided they act decisively and be utterly tenacious in their conviction to act as smart as, or smarter than, their customers.

Focused like a laser on the increasingly critical intersections of customer experience and disruptive innovation, Smart Customers, Stupid Companies spells out exactly what it takes for a company to profit from that intersection instead of getting crushed by it.

In the book, McorpCX President Michael Hinshaw and co-author Bruce Kasanoff explain that disruptive innovation is “already providing individuals with tools more advanced, in many cases, than the most sophisticated commercial enterprises had just five years ago.”

Success in the years ahead depends on a company’s ability to understand and harness the power of digital disruption, and the four forces described in the book.

These forces include the power of social influence, pervasive memory (does your company remember everything about your customers?), the billions of digital sensors that populate our world, and the physical web, where we interact with the real world much as we interact with the web today.

Order your book today!

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