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Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know Hardcover – June 12, 1998

146 customer reviews

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Editorial Reviews Review

To longtime sales and customer-service pro Jeffrey Gitomer, boasting about a near-perfect customer-satisfaction rating of 97.5 percent is a major mistake. "That means 2.5 percent of your customers are mad and they're telling everyone. And 97.5 percent of your customers will shop anyplace the next time they go to market for your product or service." Based on a philosophy that's been developed through his syndicated business columns and the more than 150 seminars that he gives each year to companies such as Radisson, Sony, NationsBank, and Time Warner Cable, the book outlines his formula for making customers so faithful they "will fight before they switch--and they will proactively refer people to buy from you." Regularly employing oversized type in screaming bold fonts to grab the reader's attention, Gitomer breathlessly recounts his start-to-finish approach to becoming "memorable" to consumers along with illustrative tales of his own encounters with particularly egregious examples of poor service. All of this is bolstered by an ongoing sampling of his inspirational quips and a variety of self-evaluating quizzes designed to pinpoint individual strengths and weaknesses. Take a deep breath, read it straight through, and prepare to delight thy customer! --Howard Rothman

From Booklist

Gitomer, who conducts more than 150 sales seminars each year, is the author of The Sales Bible (1994) and a weekly column in more than 60 regional business newspapers. The first half of his title makes the unconventional assertion to make a point. Although a customer who is not satisfied is not as likely to return, companies should focus on building repeat business rather than just pleasing customers. The two efforts are obviously not mutually exclusive, but building customer loyalty is a separate and different process. Gitomer uses lists, anecdotes, observations, and aphorisms to demonstrate his point and his sales technique. Like his Sales Bible, this book, too, is laid out in a frenetic style: exclamation points abound and boldfaced, oversize motivational exhortations practically jump from the page. David Rouse

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Product Details

  • Hardcover: 288 pages
  • Publisher: Bard Press; 1 edition (June 12, 1998)
  • Language: English
  • ISBN-10: 188516730X
  • ISBN-13: 978-1885167309
  • Product Dimensions: 6.5 x 1.1 x 9.5 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (146 customer reviews)
  • Amazon Best Sellers Rank: #55,033 in Books (See Top 100 in Books)

More About the Author

I remember my mother chasing my car as I backed out of the driveway to register on my first day of college: "Take pre-med!" she screamed, "You can always switch!" But I wanted to be a businessman, like my dad.

He was the consummate entrepreneur. Growing up, I used to sneak downstairs and listen in on his Thursday night pinochle game. Arguments and laughs about business and life. It proved to be my inspiration for my life's pursuits. My pal, Duke Dalton said, "You know what I hate about your old man? He's never wrong." I miss my folks, and I'm grateful to them for their wisdom - the stuff they accused me of never listening to for 30+ years. If your parents are alive, call them right now and tell them you love them.

In college, I played Scrabble every day with my best friend, Michael Toll. He usually won. It taught me about words and how to use them. Michael also provided me with the challenge of winning at games, both sports and intellectual. He'll tell you he was better than me at everything. I feel the same about him. That was the fun.

I spent a year in Europe and came to the realization that I knew very little compared to what there was to know, which is funny, because I left for Europe knowing everything.

I raised a family. My three beautiful daughters taught me patience. They also gave me the courage and inspiration to achieve in the face of failure. Girls, I love you.

And I became a salesman. My first goal was to be the best salesman in the world. I'm still on that journey, every day. In the pursuit of that goal I surprised myself by becoming a columnist, an author, a speaker, a consultant, and a sales trainer. I used to hate flying. Now I spend about a quarter of my life in an airplane. But I really don't mind, because it gives me the precious opportunity to share my sales knowledge and my secrets with a worldwide audience. What could be better?

My name is Jeffrey Gitomer. I'm a salesman. I'm a dad. I'm a college dropout.

My objective in life is to help others, establish long-term relationships, and have fun - every day. When you love your work like I do, every day is the same. It's a holiday.

Customer Reviews

Most Helpful Customer Reviews

97 of 103 people found the following review helpful By Randy Cantrell on June 23, 2001
Format: Hardcover
I've been a longtime fan of Gitomer (so you should know my bias going in). I'm not sure what book some of these reviewers read, but they didn't read THIS book. I've been in sales for 28 years and can tell you that Gitomer GETS IT. He's not your rah-rah guy. Rather he's in your face, telling you how stupid it is to do some things, telling you how stupid it is NOT to do other things and always telling you that if you don't provide VALUE, then you ain't got Jack! Full of practical advice and the constant urging to use your brain so you can be CREATIVE. Gitomer has fun and expects those who serve customers to have fun, too.
One simple illustration Gitomer uses in his public presentations tells you a lot about his approach to customer service and business building. He talks about how he's greeted at the numerous hotels he checks into each year. Normally, it goes something like this, "Checking in?" (To which the bald Gitomer is tempted to respond, "NO, I'm here for my hair transplant.") He appropriately argues that the front counter clerk could just as easily say, "You look like you could use a nice, comfortable room. We've been waiting for your arrival. Welcome!" How much more effort would that take, argues Gitomer? None, it just takes a little bit of creativity and paying attention. He's right and we all know it. Clear, concise, easy to read, easy to think about and inspiring to make happen in your company. I can't recommend the book enough. I give away more copies of this book than any other and I give away lots of books. Just don't give it to your competitor!
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65 of 71 people found the following review helpful By Todd S. on February 6, 2002
Format: Hardcover Verified Purchase
If my book was kidnapped and held in Afganistan for 10,000 bucks ransom, if it was the only copy left in the world, I'd rescue it.
By chapter 5, I had saved a huge sale from going sour. This book has done some amazing things for my company's sales. Not just the book, but some effort on my part. Very little effort.
The principles in this book are so easy to put into immediate action, you'll wonder why you haven't
thought about this stuff already. Even if you've stayed in Ritz Carltons and shopped in upscale
stores, you'll never completely learn what makes it all come together. This book sheds some light on service.
This book was extremely enjoyable to read, but the real enjoyment comes after youre done reading
and you put this stuff into action. Seeing the smiles on customers faces, hearing their amazement
on the phone when you just try a little harder. Spend just a few minutes extra.
The things in this book cost little or no money, and even if they do cost money, you'll want to do them anyway.
Performing the principles in this book has become a hobby. It's fun, it changes the way you look at work.
At times I want to screw up orders, just to fix them! I can't beleive the attitude overhaul I've gained from this book.
I've bought this book for all the business owners in my family and now we all get together and try to
blow each other away by how we are creating memorable service. You'll want to knock their socks off, even if
you have no desire to do it before you read this book, you will after, or even half way though.
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20 of 20 people found the following review helpful By A Customer on October 16, 2000
Format: Hardcover
This book is only for those who wish to give the most outstanding service possible...those who want to hear "WOW!" again & again. The book is clear, easy to understand, and humorous. It's also hard-hitting & forces the serious service provider to take a hard look at themselves and their businesses. I gave a service orientation for my co-workers based largely on the contents of this book. The results were astounding. Even the most jaded of our service providers were overflowing with questions, comments and excitement. Anyone who works with the public should read this book. Just a note: If you are curious as to what happens if you take the opposite approach, check out another great book, "It's Not My Department" by Peter Glenn. The examples in his book spotlight a lot of the "customer service nightmares & horror stories" that tend to occur when apathy is the prime emotion guiding service.
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38 of 42 people found the following review helpful By Hal Gordon on May 6, 2005
Format: Hardcover
This is a nice and basic book about customer service. It's the type of book to carry around and read and refresh. I'm glad I bought it and frequently re-read it. His basic principles are not surprising, provide excellent service, anticipate needs, but his execution is impressive. My only criticism is that he does not address some of the tough issues and problems.

1. Many use the 80/20 rule, the best 20% of your customers provide 80% of your business. But Gitomer says everyone gets treated great, presumably on a first come first serve basis.

Treat everyone like your grandmother Gitomer reasons. But what do you say to the staff person who spent 2 hours servicing an older woman on a small account and neglects her other work.

2. He suggests customer service is critical, and says customer value it highly in surveys. Yet many of us are irritated when we cannot get good free technical service on software or hardware. However, the trend has been to reduce free service, and charge for this. Are all the companies who are in business wrong, or do people say one thing and buy based upon another- touting the virtues of customer service in surveys but buying based upon price (which means services must be limited).

3. As soneone else noted, he does not talk about the difficult customer. In my business to improve morale, I tell my staff they can recommend that a prospective new customer be rejected if looks difficult. Catering to difficult, overbearing people is the way to waste time and lose money.

Determining which customers are reasonable and eliminating the bad apples is something the book should address.

In short, buy the book, read and re-read it, but recognize its limitations, and let's hope Gitomer writes an advanced course.
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