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Customer Loyalty: How to Earn It, How to Keep It [Paperback]

Jill Griffin (Author)

5.0 out of 5 stars See all reviews (22 customer reviews)

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Kindle Edition Kindle Edition $13.77 Available for download now. Publisher: Jossey-Bass Published: November 30, 1990	$13.77	--	--
Hardcover Hardcover Available from these sellers. Publisher: Jossey-Bass Published: March 1995	--	$3.16	$0.99
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Unknown Binding Unknown Binding Publisher: Urban Institute Published: 1991	--	--	--

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	82% buy the item featured on this page: Customer Loyalty: How to Earn It, How to Keep It by Jill Griffin Paperback 5.0 out of 5 stars (22)
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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 the Hardcover edition.

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 the Hardcover edition.

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Product Details

Paperback: 256 pages
Publisher: Jossey-Bass (June 26, 1997)
Language: English
ISBN-10: 0787908606
ISBN-13: 978-0787908607
Product Dimensions: 9 x 6 x 1.1 inches
Shipping Weight: 1 pounds

Average Customer Review: 5.0 out of 5 stars See all reviews (22 customer reviews)

Amazon Bestsellers Rank: #1,553,686 in Books (See Top 100 in Books)

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Inside This Book (learn more)

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer care tools, turning suspects, sales doctor, customer stages, premium loyalty, market share strategy, loyalty system, purchase cycle, client stage, loyal clients, loyalty management, finding new customers, qualified prospects, customer retention rate, loyal customer base, customer intimacy, repeat customers

Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Profit Generator, Harvard Business Review, Direct Tire, Great Plains, Granite Rock, United States, Federal Express, West Cellular, Turning Loyal Clients, American Honda, Hanson Galleries, Murray Raphel, Office Depot, Turning Repeat Customers, American Airlines, Browning Ferris, Competitive Advantage, Holly Farms, Home Depot, Stein Mart, Tom Peters, University of Texas, Windham Hill, American Express

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Citations (learn more)

This book cites 18 books:

Thriving on Chaos: Handbook for a Management Revolution by T Y PETERS on page 81, page 184, and page 234
Thriving on Chaos by Tom Peters on page 81, page 184, and page 234
Sales and Marketing (Business Action Pocketbooks) by David Irwin on page 230
The great brain robbery by Ray Considine on page 234
Marketing Management: Strategies and Programs by Joseph P Guiltinan on page 230

See all 18 books this book cites

10 books cite this book:

Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds by Karen Post on page 100, page 110, and Back Matter
Customer Winback: How to Recapture Lost Customers--And Keep Them Loyal by Jill Griffin in Front Matter, and Back Matter
Don't Compete....Tilt the Field: 300 irreverent lessons for tomorrow's business leaders by Louis Patler on page 36, and Back Matter
A-Z of Management Concepts and Models by Bengt Karlof on page 104, and page 222
The Manager's Desk Reference by Cynthia Berryman-Fink on page 67

See all 10 books citing this book

Books on Related Topics (learn more)

The Discipline of Market Leaders by Frederik D. Wiersema

Discusses:

The Loyalty Effect by Frederick F. Reichheld

Discusses:

Superior Customer Value in the New Economy by William C. Johnson

Discusses:

The Lifebelt by John A. Murphy

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Most Helpful Customer Reviews

11 of 11 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" (Austin, TX) - See all my reviews (VINE VOICE) (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.

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10 of 10 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 13, 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!"

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6 of 6 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

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

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...

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Most Recent Customer Reviews

5.0 out of 5 stars a bible on the loyalty topic
As an experienced loyalty marketer, I had high expectations reading this book. I must say it even exceeded them. It is easy to read, complete and well structured. Read more

Published 16 months ago by BRULE Arnaud

5.0 out of 5 stars This is one of the best books I've read...Period.
I have read a lot of business books in my day, and this is one of the best books. When it comes down to a book being all fluff or pages filled with intellectual meat, this book... Read more

Published 16 months ago by Robert Anderson

5.0 out of 5 stars Great Overall View of Customer Loyalty
This text is required for my Master of Science in Quality Assurance course. This text gives a very good overview of the essentials of developing and maintaining customer loyalty... Read more

Published on August 23, 2007 by Michael John Nisbett

5.0 out of 5 stars Good experience
Everything worked just like it should, used books shipped when they were supposed to in good condition.

Published on April 11, 2007 by Robert D. Mylacraine

5.0 out of 5 stars Excellent Book
A must by for new business owners! Practical teaching with easy to apply techniques. Existing businesses who've let their customer service fall by the wayside could also greatly... Read more

Published on January 26, 2007 by RG

5.0 out of 5 stars A great book for teaching customer loyalty.
We do training for companies in a service industry and use this book as part of our program. It has revolutionized the way we look at customer loyalty. Read more

Published on July 10, 2006 by Robert Lisser

5.0 out of 5 stars Timeless, Classic How-To's For Winning Loyalty
This book belongs on every company's bookshelf. Why? Because the business world is seduced by the promise of customer conquests when, in fact, customer loyalty is the real ticket... Read more

Published on June 16, 2006 by Patricia J. Mcmahan

5.0 out of 5 stars Customer Loyalty: Quick Hitting and Practical
When your corporate name is "Spartan Computer Services," and your primary competitor is IBM Global Services, there is no room for error. Read more

Published on June 14, 2006 by William Fitzpatrick

5.0 out of 5 stars THE book to read on how to earn and retain customers
This book provides an invaluable education to any business owner or marketing /customer relations professional. Read more

Published on June 7, 2006 by Patricia DeNucci

5.0 out of 5 stars If you market products/services to consumers you must read!
I first read Jill's book over a year ago after hearing her speak at a DMA event. Customer Loyalty is packed with simple, basic principles that cause us to remember what is... Read more

Published on May 28, 2003 by James M. Warren Jr.

› See all 22 customer reviews...

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