Crafting the Customer Experience for People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand -- Copyright -- Contents -- Acknowledgments -- Chapter 1: How Tweaking the Customer Experience Grows Your Business -- Different Customers Care about Different Things -- Why I Dislike the "D" Word -- The Definition of "People Not Like You" -- Not Customer Service, But Customer Experience -- Chapter 2: Technology Armed Consumers with Mighty Big Bullets -- Chapter 3: The Purchase Funnel: Understanding the Customer Experience from Top to Bottom -- The Purchase Funnel -- Awareness -- Opinion -- Consideration -- Preference -- Purchase -- Loyalty -- Advocacy -- Chapter 4: We're Not "One Size Fits All" Anymore -- Choice Changes Everything -- Omni Hotels Gets Guys Who Travel for Biz -- Macy's and Mormons -- Not Just What, but How -- Chapter 5: How to Think Like People Not Like You -- Step 1: Ask and Listen -- Step 2: Pay Attention to Trends -- Step 3: Overcome Barriers -- Step 4: Communicate -- Chapter 6: How to Build Social Media into the Customer Experience -- First Things First: The Nuts and Bolts of Social Media and the Customer Experience -- Step 1: Empower Your Community Manager -- Step 2: Listen -- Step 3: Serve Transparently -- Step 4: Provide Direction -- Step 5: Connect -- Foiled Cupcakes: Start-up to Small Business -- Halls Department Store-Midsized Business -- Toyota Sienna-Global -- Chapter 7: Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren't Like Them -- First Things First: Hire the Right Person -- Next: Instill a Culture that Values Diversity -- Next: Employee Training -- Important: Be Attuned to Subtleties -- Be Gracious-No Matter what -- Chapter 8: Seven Principles for Creating a Customer Experience for People Not Like You -- 1. Website/Digital Communication.

2. Product or Service Tweaks -- 3. Hiring and Staffing Diverse Talent -- 4. Advertising and Marketing -- 5. Staff Interactions -- 6. Customer Service and Support -- 7. After the Sale -- Chapter 9: Matures, Boomers, Gen X, Gen Y, and Gen Z -- Matures -- High Touch over High Tech -- Socializing Face-to-Face Is Very Important -- Delivering Service at Particular Times of Day May Need to Vary -- Baby Boomers -- Gen X -- Gen Y -- Chapter 10: Women and Families -- Women Trust Other Women -- Provide Advice, Not Just Information -- Harley-Davidson Creates a New Experience-and New Riders -- The Truth Can Never Hurt You: Practice Full Disclosure -- Show Me All Options-Yes, All 178 of Them, Please -- Families -- Those with Disabilities -- Chapter 11: Hispanics/Latinos -- "Press 1 for English" Isn't a Fad -- Latino-Ready -- Latino-Friendly -- Latino-Ready -- Latino-Friendly -- La Familia (The Family) is Key -- Good Service Can Save a Bad Experience -- Chapter 12: Serving Different Racial and Ethnic Communities -- Blacks and African Americans -- Insight #1: Show People of Color When Targeting People of Color -- Insight #2: Diversity in Skin Tone Is Very Important -- Insight #3: Food, Music, and Socializing Are Central to African American Culture -- Insight #4: Make No Assumptions -- Do -- Don't -- Insight #5: Get Involved with and Support the Community -- Asians and Asian Americans -- The U.S. Asian Population -- Step 1: Evaluate the "Size of the Prize" -- Step 2: Learn about Which Subsegment Represents Your Greatest Market Opportunity -- Step 3: Explore Asian Media Options -- Step 4: Make Sure You Use Qualified Translation Services, If Necessary -- Immigrants and Recent Arrivals -- Acculturation, Not Assimilation -- Chapter 13: Gay, Lesbian, Bisexual, and Transgendered Customers -- Dos -- Don'ts -- Conclusion -- Index.