The Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer [Hardcover]

Susan M. O'Dell (Author), Joan A. Pajunen (Author)

Book Description

Publication Date: November 13, 1997

Develop difficult-to-attain customer trust and loyalty through predictable and consistent service experience
Today's customer is a "Butterfly Customer," skeptical, not loyal to any product or company, and only yours until the next best thing comes along. The Butterfly Customer defines the true meaning of customer loyalty and provides a master plan for achieving success. Authors Susan O'Dell and Joan Pajunen explain that a better measure of a customer's loyalty is how much trust they place in your business. Here, business managers will learn how to write their own contracts with customers, determine what promises that contract with the customer implies, and focus on delivering service. By running a business with integrity, owners will develop trust with their customers and profit by doing so.
* Includes numerous examples of actual companies and what actions they are taking to capture customers' loyalty
Susan M. O'Dell and Joan A. Pajunen (both from Mississauga, Canada) are Principals in Service Dimensions, a consulting company specializing in retail and service sectors.

Editorial Reviews

Review

"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001) --This text refers to an out of print or unavailable edition of this title.

From the Publisher

The Butterfly Customer provides a predictable, consistent service experience for your customers that will build their trust and loyalty--and make you money, along with a proven process--the "3-D Audit"--to evaluate the consistency between what you promise to your customers and what you actually deliver. It features examples of actual companies and what they are doing to capture customers' loyalty, and gives practical advice that any business can use, regardless of size or industry sector.

See all Editorial Reviews

Product Details

• Hardcover: 288 pages
• Publisher: John Wiley & Sons; 1 edition (November 13, 1997)
• Language: English
• ISBN-10: 0471641979
• ISBN-13: 978-0471641971
• Product Dimensions: 9.1 x 6.2 x 0.8 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #5,117,581 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

3.0 out of 5 stars Does not touch practical ideas on loyalty programs., March 2, 1999

By A Customer

This review is from: The Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer (Hardcover)

The first chapters were quiet interesting giving you an overview of the customers expectations. However, several of the follwoing chapters repeat the same ideas.