The Customering Method

"""The Customering Method fits the knowledge needs of marketing professionals, consultants, and anyone associated with CRM and the technology sector. It also suits the classroom, especially graduate studies at the MBA level and beyond. I recommend it as a supplement in traditional MBA marketing management classes, and it may suit some academics as a core text."" Dr Stephen A. LeMay, Professor of Marketing and Logistics at the University of West Florida ""If you work in marketing, customer management, or technology and consulting – this should be the new number 1 book on your shelf. Better yet, keep it open, with a highlighter close by, at the very center of your desk!"" Jason Hemingway, CMO and Fellow of the Chartered Institute of Marketing ""What makes this book exceptional is its concentration on the economics… He matures the field in a way that finally we can say it is truly a science of business."" Paul Greenberg, Managing Principal, The 56 Group LLC ""Despite claims to the contrary, plummeting satisfaction statistics suggests management has forgotten customer-centricity basics. Spinley's timely book is just what companies need to put customers back at the centre of profitable business. Take my advice: buy it, read it, and apply it. Your customers will thank you. And so will your shareholders."" Dr Graham Hill, Optima Partners ""Aarron Spinley's book proves that he truly gets what it's like to be a customer, and what it's like to be an organisation designing for them. In a world of mass generalisation, of forced chatbots, badly timed surveys, and mediocre customer service, customering makes it clear that Context is King."" Alex Mead, Global Customer Service Experience Chief, Alvarez & Marsal ""For too long, customer management has been plagued by populist practices. Without a systems view, managers have failed to create beautiful music by obsessing over one instrument at a time. In The Customering Method, Spinley equips you with the sheets to Beethoven and the conductor’s wand to rouse the symphony you’ve always known is possible."" John Rizzo, Chair of the Monash University Marketing Department Industry Advisory Board and Former Act. Chief Strategy Officer at BUPA ""In The Customering Method, Spinley helps readers rediscover business with service and experience at the center."" Brian Solis, Author of Mindshift, X, and Head of Global Innovation, ServiceNow ""In an era of dogma, Aarron Spinley takes us back to First Principles: customization, budget allocation, customer loyalty, and revenue [and profit]."" R “Ray” Wang, CEO Constellation Research and Best-Selling Author"