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

4.9 out of 5 stars 24 customer reviews

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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.
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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 (24 customer reviews)
  • Amazon Best Sellers Rank: #266,106 in Books (See Top 100 in Books)

More About the Author

Jill Griffin is an independent public board director; internationally-published, Harvard "Working Knowledge" author; and global thought-leader on customer loyalty.



Since 2003, Jill has served as Board Director for Luby's/Fuddruckers Restaurants (NYSE: LUB). She chairs the Personnel & Administration committee including oversight for Store Operations, Human Resources, Marketing/Social Media, Information Technology, and Management Compensation and Succession.

Jill's customer loyalty videos are featured on the training site, Lynda.com, which LinkedIn recently acquired for $1.3 billion.

Jill holds her Bachelor of Science (Magna Cum Laude) and MBA degrees from the University of South Carolina Moore School of Business and is the recipient of the 2005 Distinguished Alumna Award and is a member of the Moore School's Board of Trustees.

Since 2013, Jill has served as Chair of the Austin Convention & Visitors Bureau. (ACVB is the 'marketing and sales arm' for the City of Austin and is entrusted with bringing conventions and visitors to the "Live Music Capital of the World.")

Launching her loyalty consulting firm in 1988, Jill saw early the trend toward customer and employee loyalty. Her ground-breaking book, Customer Loyalty (1995, 1997, 2002), has been published in eight languages. Two awarding-winning books followed: Customer Winback (co-authored) and Taming the Search-and-Switch Customer.

Jill's newest book, Earn Your Seat on a Corporate Board: 7 Steps That Build Your Career, Elevate Your Leadership and Expand Your Influence, will be released Spring 2016.

Customer Reviews

Top Customer Reviews

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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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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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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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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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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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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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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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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