Top >> Book_Reviews BOOK REVIEW Clued In: How to Keep Customers Coming Back Again and Again  By Lewis P. Carbone, Financial Times Prentice Hall, Upper Saddle River, NJ, 1st Edition (July 2004). Written by Lewis Carbone, who has been practicing ‘experience creation and management’ for 20 years, this book offers a complete hands-on, how-to guide on engineering a great customer experience. Clued In concentrates on one of the main problems facing companies today; too often, organisations focus on how customers can add value to their business, instead of focussing on creating more value for their customers. Carbone proposes that when a customer feels secure and confident, they are willing to pay a higher price. Once a consumer comes across a business which provides great value for money, they return time and again, even if the price of goods/services is a little higher than the competition. Lewis Carbone accuses many businesses of paying lip service to this concept, but not actually taking action to realise it. He says it is time to get “clued in” and develop a renewed and urgent sense of customer value creation. Carbone offers many examples of companies successfully creating value for their customers. Two such companies are Starbucks and Krispy Kreme; Carbone writes that these businesses are successful because they understand the importance of emotional bonding to the experience that transforms their product and service into something memorable.   Available at Angus & Robertson www.angusrobertson.com.au

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