BOOK REVIEW: 'Who Stole' helps save you from rivals

"Build it and they will come." The phrase worked for Kevin Costner in Field of Dreams, but it has failed many companies.

"Build it and they will come." The phrase worked for Kevin Costner in Field of Dreams, but it has failed many companies.

In fact, Thompson implies that the more money companies make the more likely they are to lose it. Why? Because successful companies often stop doing the things they did to initially succeed and thus leave themselves open for a customer-focused rival to steal their customers. Fear not, though. Thompson provides a four-part formula to forestall that. These include recognizing why customers defect, creating customer loyalty, identifying "touch points" for customer relationships, and turning your organization inside out by using the customer's perspective. This book is especially germane to the PR field, where many firms still offer the same set of services they did years ago. In fact, I'll bet Thompson would warn us to start using an outside-in perspective to reinvent our business. Otherwise we might find ourselves writing a book entitled Who stole my industry? Title Who stole my customer?? Author Harvey Thompson Publisher Financial Times Prentice Hall (Feb. 2004), 210 pages Reviewed by Steve Cody, cofounder and managing partner of Peppercom

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in