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What Great Service Leaders Know and Do by Leonard A. Schlesinger, W. Earl Sasser, James L. Heskett

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CHAPTER 7Services Marketing: Foster Customer Ownership

What great service leaders know: satisfying customers is not enough.

What great service leaders do: they take steps to develop a core of customers who are owners.

We’ll be up front about it. The purpose of this chapter is to convince you that much of conventional marketing theory and effort is misdirected, especially when applied to the marketing of services. Because such marketing effort is insufficiently focused, it is not just wasteful, but it overlooks the fact that no more than 10 percent of the customers of many, perhaps most, service organizations represent all the profit. They are what we have come to regard as “owners”—customers who are loyal and engaged and who provide referrals, ...

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