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"...full of ideas and suggestions...likely to be useful to anyone working in the field." (Research Magazine, May 2006)
CEOs worldwide cite customer loyalty as their most important strategic objective, spending billions of dollars to hold onto their customers. Thousands of books and even more articles have been written about customer loyalty and everyone agrees it's vital. But are they right?
In Loyalty Myths, renowned authors from one of the world's premier business research firms reveal the ugly truth about customer loyaltyalmost everything you've been told about it is wrong!
In fact, most popular loyalty maxims are based on faulty data or on a faulty reading of good data. For instance, most managers take it as gospel that all customers become more valuable over time. But it's not true! Some do just the opposite; they cost the company money over time. A CEO who keeps the wrong customers can lose millions! But business leaders do it every day because they fail to fully understand customer loyalty.
To set things straight, Loyalty Myths critiques 53 of the most common beliefs about customer loyalty and debunks them fully with hard science and even harder data. Using real-world examples and the latest facts and figures, the authors smash the platitudes and the easy assumptions about customer loyalty and offer real-world, fact-based methodologies that really do keep customers coming back.
But how do you know the authors are right? Granted unprecedented access to customer records from a wide variety of multinational corporations, they were able to track the impact of customer loyalty initiatives on actual purchasing. Their findings will force you to set aside the simple half-truths you thought would work and show you how to leverage your customer loyalty for maximum profit.
Customer loyalty is an important factor in the success of any business, but by oversimplifying it many businesses have failed to realize its full power and effectiveness. For any business leader who wants to truly understand customer loyaltyand get real results from customer loyalty programsthis book finally speaks the truth.
You know you're premise is in trouble when an example you use proves exactly the opposite to what you are arguing. Read morePublished on May 9, 2011 by anonymous
I can certainly recommend this book to anyone caring about customer loyalty. This book has a great mix between commenting on myths and assumptions about customer loyalty and giving... Read morePublished on February 14, 2009 by Ole Bach Andersen
Important guidance on keeping your customer experience management (CEM) program on-track. Proper interpretation of statistics, cause-effect, and systems thinking are essential to... Read morePublished on August 25, 2008 by Lynn Hunsaker
If you've read any Gittomer sales books you will know what this chap is getting at in this book. Although he chides the opinion of customer loyalty's importance his book builds a... Read morePublished on January 15, 2007 by Doug Weidner
Pareto's principle states that 80 percent of a company's business comes from 20 percent of its customers. Read morePublished on January 8, 2007 by Meryl K. Evans
Many business people believe in Pareto's principle, which states that 80% of your business comes from 20% of your customers. Read morePublished on December 18, 2006 by Rolf Dobelli
This book distills in a logical format that common misperception that selling the same customs over and over is always good business and that all customs are loyal. Read morePublished on February 7, 2006 by Paul R. Dimodica
The book's title overstates its case to a degree. But, it still is a book one should read before undertaking a customer loyalty initiative. Read morePublished on January 15, 2006 by C. Moore Value
As someone without a deep background in marketing but fairly solid business experience with both large corporations and start-ups, this book was an eye opener. Read morePublished on November 15, 2005 by DANIEL