How do some stores and restaurants break through the clutter; compete with bigger, online competitors; and manage to grow and thrive when so many others fail?  They earn customer love and loyalty by creatively designing and consistently delivering great retail customer experiences.

In her first bestselling book, What Great Brands Do (Jossey-Bass), brand expert Denise Lee Yohn de-mystified the brand-building process and unlocked the seven keys to great brand, including “great brands avoid selling products” and “great brands start inside.’”  Now she shows how business leaders address the unique challenges and exploit the unique opportunities of the physical retail world to build great brands.

Extraordinary retail and restaurant customer experiences don’t just happen; nor do they result only from excellent operations. They stem from the strong cultural foundations, deliberate planning decisions, and integrity in execution.

Denise Lee Yohn’s Extraordinary Experiences profiles seven popular, powerful brands, including:

  • Costco — it sustainably grows its membership and maintains one of the highest loyalty rates in the country through an exclusive customer appeal
  • Popeyes Louisiana Kitchen — courageous company leaders fought back from near financial bankruptcy and franchisee mutiny by choosing to cultivate a servant-leader culture
  • PIRCH — a small high-end appliance chain has transformed the process of shopping for home fixtures from tedious and predictable to emotionally fulfilling

The case studies are relatable, accessible, and applicable to all companies inside or out of the restaurant or retail industries.  They show how to build a great brand whether an organization is big or small, new or old, out-spent, under-resourced or facing some other challenge.

Packed with compelling stories and practical principles, Extraordinary Experiences is the brand-building and retail customer experience bible on every business leader’s shelf.

Preview of “Extraordinary Experiences” Introduction

Denise reads a brief excerpt from the introductory chapter of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how great brands earn customer love and loyalty by creatively designing and consistently delivering great experiences.

Preview of “Extraordinary Experiences” Chapter 1

Denise reads a brief excerpt from Chapter 1 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how Popeyes Louisiana Kitchen, a mid-sized fast-food chain, fought back from near financial bankruptcy and franchisee mutiny by applying the first brand-building principle, Great Brands Start Inside.

Preview of “Extraordinary Experiences” Chapter 2

Denise reads a brief excerpt from Chapter 2 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn why Texas grocery store chain H-E-B has such an advantage over bigger, more aggressive competitors like Walmart and how Great Brands Avoid Selling Products.

Preview of “Extraordinary Experiences” Chapter 3

Denise reads a brief excerpt from Chapter 3 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how Buffalo Wild Wings, a casual dining restaurant chain, chose a different strategy for competing in the recession and won, and get a preview of how Great Brands Ignore Trends.

Preview of “Extraordinary Experiences” Chapter 4

Denise reads a brief excerpt from Chapter 4 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how Costco exemplifies the brand-building principle that Great Brands Don’t Chase Customers. The warehouse club keeps its focus on its ideal member and refuses to chase customers who aren’t a good fit.

Preview of “Extraordinary Experiences” Chapter 5

Denise reads a brief excerpt from Chapter 3 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn about PIRCH, a small chain of luxury appliance stores and its customer experience philosophy that Great Brands Sweat the Small Stuff.

Preview of “Extraordinary Experiences” Chapter 6

Denise reads a brief excerpt from Chapter 6 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how Jason’s Deli, a fast casual restaurant chain, does what great brands do: Great Brands Commit and Stay Committed.

Preview of “Extraordinary Experiences” Chapter 7

Denise reads a brief excerpt from Chapter 7 of her new book, Extraordinary Experiences: What Great Retail and Restaurant Brands Do. Learn how Sweetgreen, a small salad-based restaurant chain, makes a positive social change in the core of its business so like other great brands, it Never Has to “Give Back.”

Endorsements

The “very interesting” book shows how “stores use every touchpoint to build customer loyalty and life time value.”

Jason Goldberg

SVP, Commerce & Content at Razorfish, and Co-Host of the Jason & Scot Show

How a company decides to behave becomes how that brand shows up in the marketplace.  In this book, Denise Lee Yohn enlightens the reader with an essential map for how to become a brand that earns the right to customer-driven growth.

Jeanne Bliss

President, CustomerBliss; Author, Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine

I love good information backed up with real life case studies. Denise Lee Yohn’s gift of storytelling and insightful analysis make Extraordinary Experiences an inspiring and immediately actionable read.

Shep Hyken

Customer service expert and New York Times bestselling author of The Amazement Revolution

More Endorsements