The Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer (Hardcover)

by Susan M. O'Dell (Author), Joan A. Pajunen (Author) "The Butterfly Customer has absolutely no regard for the psycho-graphic or demographic profiles you have so carefully constructed..." (more)
Key Phrases: service kaleidoscope, media dimension, people dimension, Butterfly Customer, The Body Shop, New York (more...)

Editorial Reviews

Review
"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001) --This text refers to an out of print or unavailable edition of this title.

Product Description
Develop difficult-to-attain customer trust and loyalty through predictable and consistent service experience
Today's customer is a "Butterfly Customer," skeptical, not loyal to any product or company, and only yours until the next best thing comes along. The Butterfly Customer defines the true meaning of customer loyalty and provides a master plan for achieving success. Authors Susan O'Dell and Joan Pajunen explain that a better measure of a customer's loyalty is how much trust they place in your business. Here, business managers will learn how to write their own contracts with customers, determine what promises that contract with the customer implies, and focus on delivering service. By running a business with integrity, owners will develop trust with their customers and profit by doing so.
* Includes numerous examples of actual companies and what actions they are taking to capture customers' loyalty
Susan M. O'Dell and Joan A. Pajunen (both from Mississauga, Canada) are Principals in Service Dimensions, a consulting company specializing in retail and service sectors.

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Product Details

• Hardcover: 264 pages
• Publisher: John Wiley & Sons; 1 edition (November 13, 1997)
• Language: English
• ISBN-10: 0471641979
• ISBN-13: 978-0471641971
• Product Dimensions: 9.3 x 6.2 x 0.8 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)
• Amazon.com Sales Rank: #4,264,326 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

3.0 out of 5 stars Does not touch practical ideas on loyalty programs., March 2, 1999

By A Customer

The first chapters were quiet interesting giving you an overview of the customers expectations. However, several of the follwoing chapters repeat the same ideas.