Book
Profit by Design
How to build a customer portfolio full of profitable promoters
Endorsements for Profit by Design.
“In Profit by Design, Mark Hocknell makes a compelling case for putting the customer at the forefront of your strategies, and lays out a practical method for understanding, nurturing, and enhancing the two-way exchange of value with your customers.”
Evan DouglasProfessor of Entrepreneurship, Griffith University
“Mark provides a powerful framework to truly understand your customers, allowing you to design an experience which delivers immense value to them while returning a well-deserved profit to your business.”
Adam FranklinCEO Bluewire Media, Best-selling author of Web Marketing That Works
“Mark is a great leader in customer centricity designing win-win scenarios where customers have wonderful experiences and business owners grow profitable businesses”
Jon HollenbergFounder 5x5Marketing, and author of Love at First Site
“If customers are not at the centre of how we design our business – the products and services, the structures and processes, and the culture
- then sooner or later we’ll find it on a downward spiral. But Mark’s approach for how to put customers at the centre of our businesses creates a virtuous cycle fed by the goodness of our relationships with our customers. First, we make things better for our customers. Then, they make things better for our business through their loyalty and advocacy. And then we can continue to make more things better for more customers. Profit by Design should be the canvas on which any new or evolving business strategy is designed.”
Stacey BarrPerformance Measure & KPI Specialist, Author of “Prove It!”, and “Practical Performance Measurement”
“Mark is one of the original ‘customer-focussed’ professionals who has worked across many brands, organisations and teams to orient their focus, work and delivery around value creation for customers which in turn ALWAYS delivers value for organisations! Mark has shared some great ideas and approaches in this new book to update and adapt the tried and tested principles of customer value and centricity into a new era for business performance.”
Tracey McFarlandChief Experience Officer, Goodstart Early Learning
“Many organisations have expressed their intent to be customer centric, but have struggled to bring this to life within traditional organisational approaches. Other than the few exceptions, consumers generally remain underwhelmed with the value they are provided and as a result are disloyal to brands. In response to this mismatch of intent and impact, Profit by Design maps a pragmatic, step by step approach to providing value to customers that in turn drives profit for the organisation. Easier said than done in today’s complex operating environments.”
Steve WatersExecutive General Manager - Sales & Marketing, Endeavour Foundation
“Profit by Design outlines Mark’s wealth of experience in helping businesses achieve their customer-centric agenda, taking you on that journey using his practical and pragmatic approach to growing customer value that lasts. It’s worth the read!”
Michael BerndtChief Customer Experience Officer, eHealth Queensland
“Profit by Design will prove to be a great addition to your sales and marketing toolkit. Mark shares his lessons learned over the past 20 years, explaining why you need a customer strategy in your business as well as how to design, implement and measure it for success. B2B, B2C or even non-profit organisations will all benefit from Mark’s wisdom.”
Mark BrandDirector Turing Point Partners; Director APAC RavenHouse Asia Pacific
“This book made me fall in love with customers all over again! Mark helps us see the focus of business where it should be all along: the customer. Designing business from there ensures not only enduring profit, but enduring value for both the business owner and the people they serve. It’s the people stuff that makes the business stuff work best!”
Zoë RouthPeople Stuff Expert, author of Composure, Moments, and Loyalty