Users Not Customers is Shapiro’s first book and will be published by Portfolio/Penguin October 27, 2011. In the book, Shapiro provides an important new perspective for corporate decision makers about the change in mindset and organization required for companies to succeed in an economy where a majority of consumer purchases are digitally driven.
Shapiro’s key insight is that to succeed in a digitally driven economy, businesses need to begin truly organizing their companies around meeting the needs of their digital user base, not just their traditional customer base.
"Today’s most successful companies organize their business around users and building user satisfaction," writes Shapiro. Drawing on his experience as a management consultant, technology entrepreneur, venture capitalist, and as CEO at HUGE, one of the fastest growing digital agencies in the United States, Shapiro outlines seven things every company needs to change in order to survive in a digitally driven economy, including:
• Building a user-first mindset in your company
• Structuring businesses to meet user needs
• Attracting and engaging users
• Turning users into customers
• Making the right investments in technology
• Using digital technology to make your products more valuable
• Using bilateral customer service to keep your customers happy
Users Not Customers has been greeted with early praise from a broad range of thought leaders in the business community, from business school professors to management consultants, and digital executives.
Aaron Shapiro is the CEO of HUGE, a digital agency that helps companies reimagine how they interact with their customers and manage their business in the online economy. Prior to HUGE, Shapiro spent more than a decade as a technology entrepreneur, venture capitalist, and management consultant. He served as the founding CEO of Silverpop Systems, a leading email service provider. Shapiro earned an MBA from Columbia Business School and a BA in Economics from Harvard University. He lives in New York City with his wife Carolyn and two young children. For more about Aaron, visit www.aaronshapiro.com
About Users Not Customers:
Users Not Customers: Who Really Determines the Success of Your Business
by Aaron Shapiro
Portfolio Hardcover
Publication date: October 27, 2011
$26.95; 256 pages
ISBN: 978-1591843863
About Huge
Huge is responsible for core digital strategy, marketing and implementation for some of the largest companies and brands in the world. Founded in 1999, the company has evolved a methodology and a culture that combines the most powerful aspects of research, user-centered design, technology and marketing to meet client objectives. The online businesses designed and developed by Huge generate over $12.5 billion in annual revenue and are visited by more than 150 million visitors each month. The company has nearly 500 employees operating out of New York, Los Angeles, London and Rio de Janeiro. Huge is part of the Interpublic Group of Companies.
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