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Customer Loyalty: How to Earn It, How to Keep It Paperback – October 9, 2002


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Customer Loyalty: How to Earn It, How to Keep It + Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know
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Product Details

  • Paperback: 272 pages
  • Publisher: Jossey-Bass; New and Revised Edition edition (October 9, 2002)
  • Language: English
  • ISBN-10: 0787963887
  • ISBN-13: 978-0787963880
  • Product Dimensions: 7 x 0.6 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #422,536 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Management consultant Griffin here addresses the failure of the "market share" theory. Presenting case studies-Home Depot's customer intimacy standard; Sharp Electronics' sales doctor approach-she stresses the need to develop customer loyalty programs. Griffin deftly examines pricing, value, customers' purchasing cycles, positioning and targeting to create repeat purchasers. She ponders: What "exactly" does a company do that engenders loyalty? A Florida picture framer she interviewed discovered by surveying his customers that the uniqueness and quality of his work ensured their patronage, not his low-end framing options; a Nebraska travel agent learned that he retained his corporate accounts because of his willingness to hold regular review sessions with them. Readers will profit from the arsenal of tools Griffin provides.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal

Studies have shown that customer satisfaction does not equate with continued sales. What a business needs instead is customer retention and repeated purchases, otherwise know as customer loyalty. Marketing consultant Griffin has written a practical guide for planning strategies to assure customer loyalty. She uses actual examples to describe whom a company should target, how to find qualified prospects, and how to turn customers into company advocates. Griffin also details how to win back inactive customers and how to develop a loyalty-driven corporate culture. Several recent books have been published in this area, including Joan Cannie's Turning Lost Customers into Gold (American Management Assn., 1994), which provides sample survey forms but an abbreviated text. Griffin's thoroughgoing treatment is recommended for public libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

More About the Author

Jill Griffin has been preaching and teaching the gospel of customer loyalty in Corporate America for almost three decades. Dell, Microsoft, Ford Motor Company, Subaru, Marriott Hotels, Hewlett Packard, Cendant, IBM, AMD, Wells Fargo, Western Union, Sprint, Toyota and other similar organizations have sought her solutions and welcomed her deep inside their conference rooms, call centers and customer sites.

Jill's most recent duties have earned her a seat in the boardroom. Since 2002, Jill has served on the Board of Directors of Luby's, Inc. (NYSE: LUB), overseeing the restaurant chain's critical turnaround. In four short years, Luby's has returned to profitability, paid off all debt, enhanced shareholder value four-fold, and restored its storied Brand to prominence by winning back lapsed customers and marketing to new ones.

Jill's string of best-selling, award-winning books on customer loyalty began publication in the mid nineties, with the release of the internationally published, business best-seller, Customer Loyalty: How to Earn It, How to Keep It. The second edition of Customer Loyalty, revised for the digital age, is on Harvard Business School's 'Working Knowledge' list of recommended books.

Jill is the co-author of Customer Winback: How to Recapture Lost Customers and Keep Them Loyal, which won Soundview Executive Book Summaries' '30 Best Business Books' award.

Jill's newest book is Taming the Search-and-Switch Customer.


Her books have been translated into Chinese, Japanese, Indonesian, Portugese and Spanish.

Jill served on the University of Texas McCombs School of Business faculty from 1988 to 1990. Today, she is a frequent UT guest lecturer. Her two books have been used as textbooks for the university's MBA and undergraduate courses on customer management.

In her early career, Jill served as senior brand manager for RJR/Nabisco's largest brand and distinguished herself as one of the youngest brand managers in the corporation's history. From RJR/Nabisco, Jill joined AmeriSuites Hotels as the start-up chain's first National Director of Marketing and Sales. She launched Griffin Group in 1988.

Jill is the recipient of the 2003 Distinguished Alumna Award for the University of South Carolina Moore School of Business (received alongside Larry Kellner, Chairman and CEO of Continental Airlines) from which she holds MBA and Bachelor of Science degrees, Magna Cum Laude. Jill serves on the Moore School's Board of Trustees.

Jill's passion is speaking to audiences world-wide about the power and pit-falls of customer loyalty. Each of her Loyalty Maker presentations is 'painfully customized' and loaded with industry-specific how to's, wrapped around real-world, heart-felt stories and case studies. Jill's in-the-trenches leadership and experience, married with her high energy, fun-loving platform style, make her a real stand-out among corporate speakers.



Customer Reviews

4.9 out of 5 stars
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For a retail store owner, this book is a must read.
Ann-Tyler Konradi
Jill Griffin has done her homework, writes well, and shares great tips and examples.
Patricia DeNucci
It differentiates customer satisfaction and customer loyalty well.
Michael John Nisbett

Most Helpful Customer Reviews

13 of 14 people found the following review helpful By Gerardo VINE VOICE on June 24, 1999
Format: Paperback
As a marketing consultant, I have found this book extremely valuable. It will be extremely valuable to ANY business and will make you change your view on how your business should opperate. It is written in a simple clear manner so a student can understand it, yet as professional with 14 years of experience, I found many interesting concepts.
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11 of 12 people found the following review helpful By A Customer on October 13, 1998
Format: Paperback
As a business developer, I tend to look for quality business advice that is both practical and true to real life situations. I hit a "bulls-eye" with Jill Griffin's "Customer Loyalty, How to Earn it - How to Keep it!" And what a plus to find it also to be relational in a genuine way. For that is the best kind of business. And the author illustrates that truth with so many wonderful examples.
Of course there is a difference between customer satisfaction and customer loyalty! But Jill Griffin is the first person I've read who points it out. We all need to be wiser about the customers we have. Why do we spend so much time looking for new customers, out there somewhere, compared to our existing clientele? Here we have an author who shows us how to easily nuture the customers we have toward additional sales AND toward being our supporters and promoters for new clients as well.
As I read "Customer Loyalty" through, I immediately and consistently found myself thinking, "A bird in the hand is worth at least 12 in the bush!"
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9 of 10 people found the following review helpful By Carol Parenzan Smalley on May 21, 2003
Format: Paperback
As the managing editor of CRMGuru.com, the largest online community of business professionals focusing on customer loyalty and related issues, my bookshelves are overflowing with review copies of books on CRM, loyalty, customer centricity and the like. Jill's book does not reside on these bookshelves. Her latest second edition sits next to my computer monitor, within easy reach. I use it frequently as one of my "customer loyalty bibles" when looking for case studies and working examples to weave into our numerous newsletters and online forum discussion board topics. Jill goes beyond information; she allows the reader to engross herself as a customer of the book. It is a win-win situation for all customers. A must read in my book! So much so that I list it in my suggested reading for students in my entrepreneurial classses that I teach on the college level.
Carol Parenzan Smalley
Managing Editor
CRMGuru.com
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4 of 4 people found the following review helpful By Michael John Nisbett on August 23, 2007
Format: Paperback Verified Purchase
This text is required for my Master of Science in Quality Assurance course. This text gives a very good overview of the essentials of developing and maintaining customer loyalty. It differentiates customer satisfaction and customer loyalty well. I think that everyone will find this a worthwhile purchase.
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3 of 3 people found the following review helpful By William Fitzpatrick on June 14, 2006
Format: Paperback
When your corporate name is "Spartan Computer Services," and your primary competitor is IBM Global Services, there is no room for error. We cannot be good; we have to better, much better. If our customers are merely satisfied--and we deal with the most recognized names in the (demanding) restaurant industry--our services contracts would last as long as it takes IBM to process a "special bid."

By using clear examples and sound business principles, Ms. Griffin cuts through the academic with a confidence and style of someone who has clearly "walked the walk." Buy "Customer Loyalty," stuff it in the travel bag, pull it out on the next flight, and get ready to highlight. It is the definitive loyalty book and a "must have" resource for any company with loyalty ambitions.
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2 of 2 people found the following review helpful By A Customer on August 30, 1998
Format: Paperback
Jill Griffin delivers practical strategies that will enable businesses of any size to attract and keep loyal customers. Written in an anecdotal style, the book delivers a wealth of examples that provide specific recommendations for building loyalty. Griffin clearly differentiates between customer "satisfaction" and customer "loyalty" and proves that the latter is what directly impacts the bottom line.
This is the kind of book you'll want to purchase for your business library, and one that you'll refer to regularly for creative inspiration.
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2 of 2 people found the following review helpful By BRULE Arnaud on May 15, 2009
Format: Paperback
As an experienced loyalty marketer, I had high expectations reading this book. I must say it even exceeded them. It is easy to read, complete and well structured. It combines well theory, cases studies and practical tips. It covers the distinct areas which impact loyalty, and guides us well on a step by step approach, especially helpful given the wide and complex subject. In others words, this book is great value for money for anyone who cares about customer loyalty.
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4 of 5 people found the following review helpful By A Customer on September 1, 1998
Format: Paperback
We purchased the book for each of our staff members. Each member found the book to give them: insight to the customer's mind, tips on keeping the customer more than content with our services and consequently ways to attract more business for our firm. It was well worth the time to read this informative and innovative approach.
Not enough effort/press is given to customer loyalty.
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