This work offers a summary of the book “CLUED IN: How To Keep Customers Coming Back Again And Again” by Lewis Carbone.

Lewis Carbone is CEO and founder of Experience Engineering, Inc., a consulting firm which specializes in helping firms deliver exceptional customer experiences.

As Carbone explains in Clued In, every business exists for just two reasons: 1. To make money for the firm – by selling products and services for more than they cost to make or deliver; 2. To make customers – by doing something so well people are prepared to pay for the added value being created.

In recent years, most industries have focused more on the make-money side of the equation than they have on the other side, make-customers. The key to creating value for customers is not to sell them more products and services, but to provide them with a distinctive and well-engineered experience which will add value (from their perspective) to the products and services they already purchase. According to Carbone, you should look for ways to enhance your value proposition by developing internal systems which will enable you to design, manage, deliver and leverage the total customer experience.

In this brilliant book, Lewis Carbone reveals how to transform customers into lifetime customers.