Customer Chemistry: How to Keep the Customers You Want--And Say Good-Bye to the Ones You Don't [Hardcover]

This book explains a proven program for identifying - and focusing on - your best customers. It's the classic business paradox. You know you could get more business from your best customers, yet you devote the majority of your resources to pursuing the wrong prospects and demanding, unprofitable customers. "Customer Chemistry" introduces an innovative approach for identifying your best customers, then presents a systematic program for focusing on them to strengthen and benefit from your relationships with them - and increase your incremental profits!'Backed by first-hand experience and rich case studies, this book is packed with the best practices and strategies to educate start-up and CEO alike' - Don Peppers and Martha Rogers, Ph.D., Founders, Peppers and Rogers Group, authors of "The One to One Future" and "One to One B2B". 'Simple rules - with lots of examples - that reap big results. A mind-changing book that could just save your company' - Nancy Evans, Cofounder and Editor-in-Chief, "iVillage".' Many companies are clueless about the importance of chemistry but, after reading this remarkable book, they'll see their new wisdom reflected in their cash flow' - Jay Conrad Levinson, author of the "Guerrilla Marketing" series. 'The vast majority of businesses and other organizations are still fixated on selling their commodities, while ignoring their customers as human beings. Mary Naylor and Susan Greco provide an ideal model for developing long-range customer loyalty' - Dan Sullivan, President, The Strategic Coach. '"Customer Chemistry" is ...an honest and inspiring must-read for anyone whose business success depends on keeping customers happy' - Mario Morino, Chairman, Morino Institute.'"Customer Chemistry" nails the concept of what it takes to maintain and cultivate customer relationships and maximize their value." - Harry L. Geller, President and CEO, "Deutsche Post". 'The truth is many companies - let's venture to say most companies - don't know who their best customers are. They may not have a clue which ones consistently contribute to the company's net profits or which bring the most referral business...If you don't know who your customers are, how can you possibly have any kind of relationship with them? ' - From Chapter 1."Customer Chemistry" turns conventional marketing wisdom on its head. While most marketing books focus on pursuing and landing every possible new customer, this profit-focused book shows you how to identify your A-list customers and strengthen relationships with them - instead of wasting time and money on high-maintenance, low-margin, B-list clients. Before you begin, however, you must answer two fundamental, yet occasionally painful, customer questions: Which customers have made you the most money? Which consistently promise you the moon but fail to deliver? "Customer Chemistry" shows you how to uncover and focus on the former as you recognize and discount the latter, tightening your entire marketing and customer relationship program.Written by a seasoned chronicler of today's top customer relationship innovators, along with the founder of one such organization, this fascinating book transcends marketing initiatives to explain how you can: sidestep emotion to calculate each customer's impact on your bottom line and then allocate your resources accordingly; develop meaningful bonds with customers that lead to greater satisfaction and increased referrals; and, reject one-size-fits-all prospecting formats in favor of individualized plans tailored to the needs of key prospects. "Customer Chemistry" shows you how to recognize and reward your best customers - just as you do your best employees - and gently but firmly discard your worst. From a clear-eyed customer review process to techniques for reviewing and renewing constantly changing aspects of customer chemistry, it outlines a step-by-step process for taking the customer relationship from the initial courtship phase to a deeper professional friendship, rooted in respect and shared interests but based on achieving your bottom-line financial goals.

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.