Customer Loyalty: How to Earn It, How to Keep It (Paperback)

by Jill Griffin (Author) "I'm often asked, "Does customer loyalty still exist?..." (more)
Key Phrases: sales doctor, winning customer loyalty, customer stages, Profit Generator, New York, United States (more...)

Editorial Reviews

From Publishers Weekly
Management consultant Griffin here addresses the failure of the "market share" theory. Presenting case studies-Home Depot's customer intimacy standard; Sharp Electronics' sales doctor approach-she stresses the need to develop customer loyalty programs. Griffin deftly examines pricing, value, customers' purchasing cycles, positioning and targeting to create repeat purchasers. She ponders: What "exactly" does a company do that engenders loyalty? A Florida picture framer she interviewed discovered by surveying his customers that the uniqueness and quality of his work ensured their patronage, not his low-end framing options; a Nebraska travel agent learned that he retained his corporate accounts because of his willingness to hold regular review sessions with them. Readers will profit from the arsenal of tools Griffin provides.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal
Studies have shown that customer satisfaction does not equate with continued sales. What a business needs instead is customer retention and repeated purchases, otherwise know as customer loyalty. Marketing consultant Griffin has written a practical guide for planning strategies to assure customer loyalty. She uses actual examples to describe whom a company should target, how to find qualified prospects, and how to turn customers into company advocates. Griffin also details how to win back inactive customers and how to develop a loyalty-driven corporate culture. Several recent books have been published in this area, including Joan Cannie's Turning Lost Customers into Gold (American Management Assn., 1994), which provides sample survey forms but an abbreviated text. Griffin's thoroughgoing treatment is recommended for public libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 272 pages
• Publisher: Jossey-Bass; Rev Sub edition (October 9, 2002)
• Language: English
• ISBN-10: 0787963887
• ISBN-13: 978-0787963880
• Product Dimensions: 9 x 6.8 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (22 customer reviews)
• Amazon.com Sales Rank: #39,943 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars One of the best business books I've read, June 24, 1999

By	G. Dada "gd" (Seattle, WA USA) - See all my reviews (REAL NAME)

This review is from: Customer Loyalty: How to Earn It, How to Keep It (Paperback)

As a marketing consultant, I have found this book extremely valuable. It will be extremely valuable to ANY business and will make you change your view on how your business should opperate. It is written in a simple clear manner so a student can understand it, yet as professional with 14 years of experience, I found many interesting concepts.

6 of 6 people found the following review helpful:

5.0 out of 5 stars Customer Loyalty-A Bird in the Hand is worth 12 in the bush., October 14, 1998

By A Customer

This review is from: Customer Loyalty: How to Earn It, How to Keep It (Paperback)

As a business developer, I tend to look for quality business advice that is both practical and true to real life situations. I hit a "bulls-eye" with Jill Griffin's "Customer Loyalty, How to Earn it - How to Keep it!" And what a plus to find it also to be relational in a genuine way. For that is the best kind of business. And the author illustrates that truth with so many wonderful examples.

Of course there is a difference between customer satisfaction and customer loyalty! But Jill Griffin is the first person I've read who points it out. We all need to be wiser about the customers we have. Why do we spend so much time looking for new customers, out there somewhere, compared to our existing clientele? Here we have an author who shows us how to easily nuture the customers we have toward additional sales AND toward being our supporters and promoters for new clients as well.

As I read "Customer Loyalty" through, I immediately and consistently found myself thinking, "A bird in the hand is worth at least 12 in the bush!"

4 of 4 people found the following review helpful:

5.0 out of 5 stars Engaging and Definitely Worthwhile, May 16, 2003

By	Brian Teasley "New York New York" (New York, NY United States) - See all my reviews

If your goal is to build customer *loyalty*, then you should read this book. Many people talk about the concept, but this book will help you actually understand HOW and WHY it occurs AND how to go about building it in your service or business.

The true-life examples from many companies will help you understand what has worked for others and will allow you to apply the learning to your company. This is not a theoretical book - this is about real life.

The book also discusses the difference between customer satisfaction and customer loyalty. As someone who has gone "behind the scenes" and analyzed survey data and customer defection rates, I was happy to see someone outlining this critical distinction. Someone who is "satisfied" is not necessarily "loyal" - and they could head off to a competitor any day.

The book is also written in an engaging manner that makes it enjoyable to read. That is not always the case in business book!

Life would be better if every company you ever had to deal with adhered to the principals outlined in this book...