Addicted Customers [Hardcover]

John I. Todor (Author)

Book Description

Publication Date: January 10, 2007

Much has been written and discussed about building stronger customer relationships, especially in relation to trust and loyalty. But a huge component has been missing, until now. ADDICTED CUSTOMERS provides information seen nowhere else. Based on solid research in psychology, combined with real world methodologies, you will learn: - The two distinct buying personalities that customers employ - How to help avoid the triggers that "turn on" the less desirable personality - Strategies to engage the personality that leads to loyalty and commitment - The psychological prinicples that underlie compelling customer experiences - Real world examples of successful companies that apply these principles

Editorial Reviews

From the Inside Flap

How do you get customers hooked on your company? The answer begins with the psychological principles that underlie compelling customer experiences.

ADDICTED CUSTOMERS adds a new dimension to the rapidly growing field of Customer Experience Management (CEM). CEM practioners typically place a heavy emphasis on making the selling environment more appealing, an essential first step. This book lays out a psycho-economic framework to enhance these CEM pursuits, and spells out the business strategies to put these principles into action.

Most importantly, it provides a strategic platform to apply CEM to product/service consumption, the aspect of experiences that is critically important to customers. Loyalty accrues because customers value not just what the company has done for them but what the relationship can do for them in the future.

The implication of emotional and consumptive value are clear in the business-to-consumer sector, but the strategies outlined in the book are equally powerful in a business-to-business context.

From the Back Cover

"ADDICTED CUSTOMERS led me to water... and it made me drink. John Todor uses clear and persuasive writing to really cut through the cookie cutter business writing 'how to' clutter and captures the essence of building true, long term customer relationships. I think it should be on everyone's 'must read' list." David Curran, CEO, Data Communique, International.

"How do you move customers from indifference about your brand to an engaged purchasing experience? John Todor provides us with straightforward and powerful answers that are simple to grasp and easy to put into action. ADDICTED CUSTOMERS isn't about simple brand affinity. It's a handbook for how to get customers hooked on your company's product." Ron Tonini, CEO, Picture Marketing, Inc.

"John Todor has taken complicated psychological concepts and made them easy to understand. Then he shows you how to take advantage of this new knowledge for the benefit of both your company and your customers. Better hope your competition doesn't read this before you do." Joe Beaulaurier, Marketing Manager, PRWeb.

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Product Details

• Hardcover: 248 pages
• Publisher: Silverado Press (January 10, 2007)
• Language: English
• ISBN-10: 1934198315
• ISBN-13: 978-1934198315
• Product Dimensions: 9.2 x 6.1 x 0.7 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #2,132,001 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars CRM on Steroids: Move Your Organization from Customer Relationship to Customer Experience Management, February 22, 2007

By 

Blake Hendrix (Dallas, Texas USA) - See all my reviews
(REAL NAME)   

This review is from: Addicted Customers (Hardcover)

In his appealing new book, Addicted Customers, John I. Todor, Ph.D. prescribes the path to build CEM in your business model. Based upon his academic training as a Psychologist and as a Marketing Professional serving small business and Fortune 500 clients, he describes the nature of profitable customer experience and how to achieve the Holy Grail of clientele; the addicted customer.

While customer relationship management (CRM) is concerned with managing data, customer experience management (CEM) addresses building a loyal client base where repeat business is the goal. Todor applies basic psychology in defining and differentiating between needs based selling and creating high-level desire in the customer for your product or service. The text carries both the authority of the body of work in the field and numerous real-world examples of CEM in practice. Apple's iPod, Hewlett-Packard and Starbucks are fine examples of his thesis. In fact, Todor points out that the very tools Starbucks used to create addicted customers may be lost as they continue store expansion.

Addicted Customers recognizes the difference between commodity products, value added product and service, bargain hunters and engaged or addicted customers. While he does not dwell on the proof that addicted customers are the most beneficial for business, he does make the point that even commodity products can satisfy a customer's desire versus only his needs. Chapter Five, in particular, Figure 5.1, discusses the tradeoff between cost and repeat business against the backdrop of customer profile.

Todor concludes his analysis in Chapter 10 defining the steps to elicit desire, a sense of belonging and ultimately customer value or equity. Figure 10.1 gives a roadmap for the journey defined by the keywords: Attract, Connect, Engage and Convert. To create value or equity, a business must attract customers to the model, connect with the customer's psychological desire, engage those desires and convert that customer into a loyal partner that considers your business as part of his core being; part of who the customer is. A main point Todor brings forward is often overlooked or ignored by business; the apogee of win-win in creating desire and a sense of belonging.

With its uncommon perspective, Addicted Customers is an effective addition to the medicine chest of business professionals at all levels in formulating and executing marketing strategy. It is another great way to think out of the box.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Addicted to Addicted Customers, December 13, 2006

By 

Linda Sharp - See all my reviews
(REAL NAME)   

This review is from: Addicted Customers (Hardcover)

You are about to be addicted to Addicted Customers! You'll find yourself buying more like I am for business people you CARE about. John Todor brings amazing clarity to why we behave as we do as consumers--how we gravitate to businesses where we are cared for, why we'll pay more for that experience. There are powerful lessons here for everyone in business.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Highly Recommended Reading, December 9, 2006

By 

Crystal O. Todor "Business Management Professor" (Jacksonville, FL) - See all my reviews
(REAL NAME)   

This review is from: Addicted Customers (Hardcover)

Addicted Customers has changed the way I view customers. John Todor has provided a cogent argument for focusing on the customer experience. His approachable style makes complex psychological concepts clear and meaningful. In addition to giving me insight into my own buying behaviors, this book sheds a whole new light on marketing to today's customer. The book has a wealth of ideas and examples that help the reader apply the concepts and build a unique marketing strategy.