Here are the 1-2-3 steps to convert prospects to shoppers to customers to clients to advocates-at the top of the Loyalty Ladder. Dozens of illustrative anecdotes, real life examples and facts to reveal the enormous edge customer focused businesses have over their competition-and the steps they take to gain an advantage. An International best seller translated into five languages.
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Book Description
Editorial Reviews
From Publishers Weekly
The Raphels posit that customers are a company's lifeblood and existing customers are the best ones. Inextricably, the average firm annually loses about one-fifth of its consumer base, two-thirds leaving for no apparent reason. The authors argue that companies can negate this trend with "loyalty ladders," their comprehensive customer service plan that converts prospects into shoppers and customers to clients and finally advocates of the firm's product. Augmented with case studies (Nordstrom; the GE Answer Center), interviews and media tips (telemarketing; radio), the Raphels develop pragmatic tactics in this effective assessment of product and company positioning, business growth, customer behavior patterns and product promotions. Murray self-published Tough Selling for Tough Times; Neil is a New Jersey attorney.
Copyright 1995 Reed Business Information, Inc.
Copyright 1995 Reed Business Information, Inc.
From Library Journal
Marketing consultants and seminar leaders who have managed a retail business for over 40 years, the Raphels have written a guide to developing customer advocates: those customers "who tell anyone who will listen how great your business is." Customer advocates, the authors claim, are also responsible for most business sales. Recent books on customer loyalty-Jill Griffin's Customer Loyalty: How To Earn It, How To Keep It (Lexington Bks., 1995) and Joan K. Cannie's Turning Lost Customers into Gold and the Art of Achieving Zero Defections (AMACOM, 1993)-provide a slightly different treatment of the same topic. This book excels by being both chatty and informative. Focusing on retail businesses but equally applicable to service enterprises, it offers numerous case studies and practical guidelines for increasing profits, which will make it a favorite of small-business owners. Strongly recommended for public libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
Copyright 1995 Reed Business Information, Inc.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
Copyright 1995 Reed Business Information, Inc.
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Business Success 101-1001! Must have book!,
By A Customer
This review is from: Up the Loyalty Ladder (Hardcover)
This book has it all for the small all the way up to the biggest of companies. This book tells you how to take a person who is just a possible customer, and make that person not just a customer but someone who will sing the praises of your business, and according to the authors, that is what will make your business a big success. Lots of great stories of companies that put their (the authors) model into effect. If only all companies would buy and read this book and then put to practice it's advice. If you are like so many business owners today that STILL don't know that the customer is the key, please read this book and drink of it's wisdom. You and the rest of America and the world will be a better and friendlier place!
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Loyalty marketing is the key to business success,
By A Customer
This review is from: Up the Loyalty Ladder (Hardcover)
More and more businesses now realize that is far easier to keep your existing customers than to find new ones. This book shows you how to use different types of media including direct mail, newspaper, television and radio to attract new customers to your business. This book should be read by every business owner!
4 of 5 people found the following review helpful:
5.0 out of 5 stars
Up the Loyalty Ladder,
This review is from: Up the Loyalty Ladder (Hardcover)
This book is highly recommended. It has some great advise on how to get customers when business is slow. It gives very creative ideas that you can incorporate into your own business and make yourself stand out from your competitors.
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