Book Description
Customer Chemistry shows readers how to reap more business from fewer customers by following Mary Naylor’s highly effective approach to customer relationship management and marketing. Naylor realized that cultivating relationships only with her company’s best customers – the ones that were satisfied, kept coming back, referred more business her way, and had the highest profit margins – would save her tons of marketing dollars. Why spend more money courting customers that have never panned out? By following this somewhat ruthless selective sales and marketing strategy, Naylor was able to turn her own business completely around and it is now prospering.
Customer Chemistry pairs Naylor’s own inspiring story of building her start-up business – Capitol Concierge, a corporate concierge service – with helpful, hands-on advice for following the authors’ plan for achieving “customer chemistry,” which they define as, “all the tangible and intangible factors that lead you to believe that there is a future with a particular customer.” The book is structured around the "8 Rules of Building Customer Chemistry": Know Your Customers; Rank Your Customers Being Brutally Honest; Teach Employees to Focus on Best Customers and Prospects; Never Stop Learning About Customers; Create ‘Top of Mind’ Marketing Campaigns; Treat Your Best Customers Like Your Best Employees: Recognize and Reward Them; Say 'Goodbye' to Bad Business; Keep the Pulse of Your Relationships
Quizzes, worksheets, real-life examples and mini cases all aid in making the authors’ program highly accessible and achievable for businesses of any size, in any industry.
Customer Chemistry pairs Naylor’s own inspiring story of building her start-up business – Capitol Concierge, a corporate concierge service – with helpful, hands-on advice for following the authors’ plan for achieving “customer chemistry,” which they define as, “all the tangible and intangible factors that lead you to believe that there is a future with a particular customer.” The book is structured around the "8 Rules of Building Customer Chemistry": Know Your Customers; Rank Your Customers Being Brutally Honest; Teach Employees to Focus on Best Customers and Prospects; Never Stop Learning About Customers; Create ‘Top of Mind’ Marketing Campaigns; Treat Your Best Customers Like Your Best Employees: Recognize and Reward Them; Say 'Goodbye' to Bad Business; Keep the Pulse of Your Relationships
Quizzes, worksheets, real-life examples and mini cases all aid in making the authors’ program highly accessible and achievable for businesses of any size, in any industry.
From the Publisher
Customer Chemistry offers readers a unique, highly accessible approach to reaping more business from fewer customers by following Mary Naylor’s highly effective approach to customer relationship management and marketing called “Customer Chemistry.”
Foreword by Don Peppers, co-author with Martha Rogers of numerous best-selling titles on customer relationship management. Considered the industry-leading thinker on one-to-one marketing.
Mary Naylor’s story of turning around her own business, Capitol Concierge, is a key feature of the book. Not only is her story inspiring to business owners, managers, and entrepreneurs, but Capitol Concierge went on to be recognized as one of Inc. magazine’s 500 fastest growing companies after following the Customer Chemistry program.
Quizzes, worksheets, vignettes and mini cases all aid in making the authors’ program accessible and achievable.
Highly engaging, feature-like writing makes this an entertaining as well as an informative read.
Foreword by Don Peppers, co-author with Martha Rogers of numerous best-selling titles on customer relationship management. Considered the industry-leading thinker on one-to-one marketing.
Mary Naylor’s story of turning around her own business, Capitol Concierge, is a key feature of the book. Not only is her story inspiring to business owners, managers, and entrepreneurs, but Capitol Concierge went on to be recognized as one of Inc. magazine’s 500 fastest growing companies after following the Customer Chemistry program.
Quizzes, worksheets, vignettes and mini cases all aid in making the authors’ program accessible and achievable.
Highly engaging, feature-like writing makes this an entertaining as well as an informative read.
About the Author
Mary Naylor is founder and chief executive officer of VIPdesk , the leading real-time online personal concierge service with over 10 million users and an expansive blue chip client roster including companies such Diners Club, MasterCard, OnStar, Freddie Mac, and Citibank. Prior to developing VIPdesk, Naylor created and grew Capitol Concierge Inc., the nation’s first and largest corporate concierge service with tailored programs for over 80 commercial office buildings, from an idea and $2000 to annual revenues of over $5 million in annual sales. The company’s phenomenal success and vision was recognized in Inc. Magazine’s cover story in October 1995. Naylor has received numerous awards for her work including Inc. 500, 1997 Entrepreneur of the Year Finalist and 1997 Inc. National Marketing Masters Award for Business Services. VIPdesk was ranked 29th out of the Fast 50 by Washington Techway Magazine and Mary Naylor was awarded the 2001 Entrepreneurial Excellence Award from Working Woman Magazine for Original Product and Service. Mary is also a frequent speaker and lecturer on CRM and customer profitability.
Susan Greco is a senior articles editor for Inc. Magazine and regularly covers the innovative sales and marketing practices used by America’s fastest growing companies.
HOMETOWN: Washington, D.C. and North Andover, MA
Susan Greco is a senior articles editor for Inc. Magazine and regularly covers the innovative sales and marketing practices used by America’s fastest growing companies.
HOMETOWN: Washington, D.C. and North Andover, MA
