Mark Stinson

Customer CHEMistry Mark Stinson

Customer relationships are not built. They are synthesized, metabolized, and catalyzed. Customer chemistry can be gauged by the laws of thermodynamics, because they are created with energy and they release energy. This book looks at how to create this energy: Where you are now with the customer, where you want to be, and how you can get there. The model is called CHEM and it is designed to create greater chemistry between you and your customer. CHEM is a communication tool that teaches you to connect with your customers, to do so honestly, to give them an easy path, and to leave them motivated to experience your brand. It is a scientific process in the form of a checklist that focuses creativity for a specific function and allows everyone on the team to see the larger picture. Plus, Mark shares his personal lessons learned from his experience. From the back cover: "The premise of this book is to share the hard lessons learned about the journey to true business growth through chemistry - sustainably good profits derived from consistently building a customer relationship worthy of loyalty. The simple formula I will be sharing is CHEM. An acronym spelled out: C - H - E - M. And I'll share personal stories of wins and losses in the practice of creating CHEMistry. There are case studies of clients, brands, competitors, and teams. You'll learn about the CHEM tool: what it is, what it does, how to use it, why it is different, why that difference is meaningful to the customer, and why that difference is relevant to the brand."