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Product Description
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.
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.
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.
Inside This Book
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First Sentence
I'm often asked, "Does customer loyalty still exist?" Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
I'm often asked, "Does customer loyalty still exist?" Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
BEST BOOK ON CUSTOMER LOYALTY I HAVE EVER READ!,
By
This review is from: Customer Loyalty: How to Earn It, How to Keep It (Paperback)
This book is priceless. It will probably be the best book I read this entire year! As a database (ACT!) consultant, I am always helping my clients to better utilize technology to help them effectively manage prospects as well as existing clients. This book has helped me to better serve my clients as well as keep them loyal. Take the time...read it!
5.0 out of 5 stars
Loyalty made simple,
By Ellen Reid Smith (Austin, TX United States) - See all my reviews
This review is from: Customer Loyalty: How to Earn It, How to Keep It (Paperback)
Loyalty marketing is tough work, but Griffin makes it a lot simpler in the clear, consise way she teaches her readers the fundamentals of generating customer loyalty. Once you read the real world examples she uses, you'll see exactly why her advice is right on.
5.0 out of 5 stars
One of the best business books I've read,
By
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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