Customer Reviews

Turning Lost Customers into Gold: ...and the Art of Achieving Zero Defections

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There is a bit of interesting information in this book (calculating the lifetime value of a customer), however it tends to be a bit simplistic. I would be surprised if the author uses this book in advising senior executives of larger companies as advertised. There is a very basic set of common sense good ideas, but it's not much of a cookbook for those interested in working on significant customer satisfaction problems.

This book gives a nice and simplistic view of customer loyalty. The book could serve as a start for a small scale customer loyalty program. Unfortunately the book is somewhat artificially practical. Implementing a program needs a lot more than a sample letter to request benchmarking. You may came up with new ideas and enthusiasm to begin your own program, but the provided examples don't take you too far. This is a good book if you want to get a brief overview of customer retention and if you want to identify where to start. If you are looking for a more advanced wisdom, please get something else.