Amaze your Customers! – Daniel Zanetti

Kogan Page - £9.99

ISBN: 0-7494-4557-2

Imaginative strategies

Co-owner of a training company specialising in customer orientation (whatever that means), Daniel Zanetti has come up with an entertaining slant on capturing those elusive creatures called customers.

Essentially a series of anecdotes, this book clearly shows how essential customer satisfaction is if you want to grow your business. Using a character called Joe Friedman, we are first subjected to a truly awful customer experience and then hear how other similar organisations have come up with ‘amazing’ strategies. For example; a tanning salon with real sand and pictures of exotic locations; a dentist who wears mint flavoured latex gloves; a hotel that has replaced the traditional Gideon Bible with a book entitled ‘Are you good in bed?’ That last one is probably not as racy as it seems, but I’d bet anyone would open it – and remember the hotel, which is the important thing.

A book that is a lot of fun, has a serious message and covers a wide range of businesses. This one I’ll keep.