Customer Loyalty: How to Earn It, How to Keep It (Cloth Edition)

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9780029129777: Customer Loyalty: How to Earn It, How to Keep It (Cloth Edition)

In today's competitive business climate, aiming for customer satisfaction is no longer enough. Many customers who are satisfied with a product or service will defect to buy a competitor's product without hesitation, forcing many businesses to spend more and more money to attract new customers. To maintain a dependable clientele and curtail the expense of wooing new customers, businesses must go beyond their usual concerns with customer satisfaction and take steps to ensure greater loyalty. In this work, Jill Griffin outlines a six-step process for developing prospective customers into loyal advocates. Once customers have reached this stage they will buy a product or service on a steady basis, generate more profit than new customers, be resistant to lower prices from the competition, and recommend that product to their friends.

"synopsis" may belong to another edition of this title.

From the Publisher:

"Griffin deftly examines pricing, value, customers' purchasing cycles, positioning and targeting to create repeat purchasers . . . . Readers will profit from the arsenal of tools Griffin provides."
Publishers Weekly

"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."
Library Journal

"Both the front-line salesperson concerned with a single customer and the senior manager responsible for the organization-wide sales and marketing strategy will find Griffin's Profit Generator system a useful process for building a base of consistently profitable customers."
Quality Digest

"Jill Griffin 'wrote the book' on loyalty tactics with Customer Loyalty: How to Earn It, How to Keep It, now in its second edition."
— Larry Chase's Web Digest for Marketers

"Ms. Griffin deals with a complex subject and comes to a logical conclusion: Loyalty begins and continues with continually satisfied customers."
— J. D. Power III, J. D. Power and Associates

"Customers become loyal advocates to a business one purchase experience at a time. Customer Loyalty clearly outlines the seven steps of a customer affinity and shows how companies can embrace these strategies to build a loyal clientele. These strategies work for any product or service and for any company large or small."
— Beth Summers, vice president, executive and organizational development, Dell Computer Corporation

"Jill 'gets it.' So can you. You don't need a consultant or a new management team. Read Jill's book and execute. Then you will 'get it.'"
— Red McCombs, chairman, McCombs Enterprises, owner, Minnesota Vikings, and cofounder, Clear Channel Communications

"Business only has two jobs: (1) getting new customers and (2) keeping the old ones, and sometimes winning them back. Let the brillance of my friend Jill's book help you to maximize, optimize, and fully realize your opportunities here." --Mark Victor Hansen, coauthor, Chicken Soup for the Soul Series, #1 New York Times best-seller

"Sales people will find Griffin's book interesting, practical, and profitable."-- American Marketing Association

From the Back Cover:

"Both the front-line salesperson concerned with a single customer and the senior manager responsible for the organization-wide sales and marketing strategy will find Griffin's Profit Generator system a useful process for building a base of consistently profitable customers."—Quality DigestStudies show that customer satisfaction does not equate with continued sales. While satisfied customers are essential, it is the loyal customer who resists a competitor's discount offers, saves a company advertising and promotion dollars, recommAnds a product or service to others, and boosts a company's internal morale.This pragmatic guide to achieving customer loyalty outlines a savvy seven-step process for turning prospects into customers and customers into loyal advocates. Presenting detailed case studies — from a Florida picture framer and Nebraska travel agent to Home Depot and Sharp Electronics — Griffin shares her trademarked Profit Generator system, a step-by-step approach to pricing, value, positioning, and targeting designed to systematically move customers up the loyalty ladder. With real-world detail, she also shows how to win back inactive customers and develop a loyalty-driven corporate culture.

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