Marketplace Dignity
Transforming How We Engage with Customers Across Their Journey
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Marketplace Dignity
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Marnye Young
Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don't know where to start or have struggled to get things right.
In Marketplace Dignity, Cait Lamberton, Neela A. Saldanha, and Tom Wein introduce a tangible, practical way to take a stand on the fundamental value of humans, and in so doing, be a force for good in a society that increasingly demands that they do so. Marketplace dignity is the idea that customers seek respect and recognition from the firms they interact with, not just rational or emotional benefits.
In this book, you will discover how to:
● Apply the principles of marketplace dignity to the whole of the customer journey, from the pre-consumption phase to the post-consumption phase;
● Design and deliver products, services, and experiences that respect your customers' dignity and value as human beings;
● Improve your performance using the Marketplace Dignity Framework; and
● Create a competitive edge and a positive social impact with marketplace dignity.
