Weekend Reading: “Would You Do That to Your Mother?” by Jeanne Bliss

For the 174h episode of The Marketing Book Podcast, I interviewed Jeanne Bliss, author of Would You Do That to Your Mother?: The “Make Mom Proud” Standard for How to Treat Your Customers.

It’s not much of a secret anymore that companies that proactively engineer a great customer experience tend to have faster growth and higher profitability.

But for most companies it requires a dramatic mindset shift. How to get started? Customer experience expert Jeanne Bliss recommends making business personal to get the traction you need by focusing on one deceptively simple question: “Would you do that to your mother?”

Picture your mom struggling through an 800 number menu for assistance, deciphering the terms of her phone contract, or waiting hours for a doctor’s appointment. Imagine her joy when she finally reaches someone to discuss her warranty claim, and then her frustration when her claim is turned down three days out of warranty.

Bliss shows how to turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and by enabling employees to fix the frustrations that make customers feel like they’re sinking.

From the book:

This is a celebration book and a “tell it like it is” book, because we need both. There are many, many companies that are overturning and redesigning “frustrated mom moments” to create “make Mom proud” moments all around the world. In the 32 case studies, and numerous anecdotes throughout this book, we celebrate actions that companies have taken to move from “everyday” behavior to acts that elevate a company and its people.

A bit more about the book…


Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.