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.
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.
Easy to read. I skimmed a lot of it but there are a couple chapters with great ways to think about loyalty.Published 8 months ago by Javier
A very nice book, that includes the idea of converting prospects to qualified prospects that will eventually be loyal and advocate customers. Read morePublished 24 months ago by Pedro Lopez
This book provides a guide to implementing customer loyalty which is easy to understand, with tips and examples backing up each of the steps to creating loyal customers. Read morePublished on March 26, 2013 by Michael Ruckman
I have read a lot of business books in my day, and this is one of the best books. When it comes down to a book being all fluff or pages filled with intellectual meat, this book is... Read morePublished on April 24, 2009 by Roley Anderson
Everything worked just like it should, used books shipped when they were supposed to in good condition.Published on April 11, 2007 by Robert D. Mylacraine
A must by for new business owners! Practical teaching with easy to apply techniques. Existing businesses who've let their customer service fall by the wayside could also greatly... Read morePublished on January 26, 2007 by RG
We do training for companies in a service industry and use this book as part of our program. It has revolutionized the way we look at customer loyalty. Read morePublished on July 10, 2006 by Robert Lisser
This book belongs on every company's bookshelf. Why? Because the business world is seduced by the promise of customer conquests when, in fact, customer loyalty is the real ticket... Read morePublished on June 16, 2006 by Patricia J. Mcmahan
This book provides an invaluable education to any business owner or marketing /customer relations professional. Read morePublished on June 7, 2006 by Patricia DeNucci