Customer Loyalty: How to Earn it, How to Keep it

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9780029129777: Customer Loyalty: How to Earn it, How to Keep it

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.

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Review:

"In this revised edition, author Jill Griffin gives practical advice on garnering loyalty from customers. She explains that oftentimes "more thought and preparation goes into how to get the telephone to ring (strategy), than what to do once it rings (execution and implementation)." Chapters are based on key points, including turning first–time buyers into repeat customers, preventing customer loss, and recovering from customer loss. Each chapter offers steps to follow, a succinct summary of main points, and ready–to–use tools for getting started. Customer Loyalty is a comprehensive resource for businesspeople who are looking to improve customer service and satisfaction." ––Source: Harvard Business School "Working Knowledge" List of Recommended Books

"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

Review:

"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)

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