Soundview Executive Book Summaries

Book Review: The New Experts

Customer loyalty is dead. So claims business growth expert and author Robert H. Bloom in his new book The New Experts: Win Today’s Newly Empowered Customers at Their 4 Decisive Moments. The business book, recently summarized by Soundview Executive Book Summaries, discusses Bloom’s “Four Decisive Customer Moments.” These four moments form a strategy to attempt to capture the attention, as well as the business, of an empowered, distracted consumer base.

The New Experts offers a fascinating look at how the buying public shifted from reactive to proactive and gained control of the purchasing process. However, the book’s greatest strength is the system of four specific moments Bloom names as the turning points for an interaction between seller and potential customer. Bloom emphasizes that the role of the seller is to attempt to create preference with the buyer, a quality that Bloom insists is different from loyalty.

Each of the four decisive moments demonstrate Bloom’s unique perspective on the current marketplace. During Bloom’s career, he helped craft and implement growth strategies for companies such as BMW, L’Oreal, Nestle and Southwest Airlines. Of particular importance is the first moment, the “Now-or-Never Moment.” In an interview with Soundview Executive Book Summaries, Bloom said the following:

The four moments are co-dependent and sequential. If you don’t win the customer at the Now-or-Never Moment, you never get to the second, third or fourth. You have to be alert and you have to continue to create preference, not loyalty, for your brand.

Through concise, instructive writing, Bloom empowers sellers with the method to create the customer preference he describes above. Based on the statistics that appear in the book, the sense of urgency created by Bloom’s text is not overstated. With a global network of sellers from which to choose, buyers are truly in command. The New Experts provides an opportunity for any reader to gain a more level foothold.

For more information on the business book summary of Robert Bloom’s The New Experts, visit Soundview online at


1 Comment so far
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Hello Executive Book Summaries,

Great book review you have on the new book “The New Experts: Win Today’s Newly Empowered Customers at Their 4 Decisive Moments” Great to see another book worm online!

Comment by Lisa Wood

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