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Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty

by Harvey Thompson

February 2004

Beginner to intermediate

224 pages

3h 22m

English

Pearson

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Dedication
Exercise: You Are the Customer
Exercise: You Are the Customer
Exercise: You Are the Customer

Basic Drivers of Customer LoyaltyExercise: You Are the Customer
Exercise: You Are the Customer
Exercise: You Are the Customer
Exercise: You Are the Customer
Myth 1: Our customers want the lowest price—period.Myth 2: We know what our customers want (or don’t want).Myth 3: Customers cannot envision what does not exist; focus groups are a waste of money and, besides, no Sony customer ever envisioned the WalkMan.Myth 4: Customers do not want to be telephoned at home—always.Myth 5: Customers do not want to be sold to when they telephone for service.Myth 6: Customers do not want to give us information about themselves.Myth 7: Customers who call hate to be transferred.Myth 8: An apology is never enough (so we don’t do it).Myth 9: Our customers and their needs are unique.Myth 10: We know what our customers need (not want . . . need).Exercise: You Are the Customer
Lack of Courtesy: First Among the Major Drivers of DefectionCompetence: Typically Second Among Drivers of DefectionA Rising Expectation: Knowledgeable Point of ContactA Simple-Sounding Expectation: ResponsivenessThe Ultimate Want: Tailored and Personalized OfferingsThe Ultimate Need: A Solution—Not a Product, Not a ServiceExercise: You Are the Customer
Lesson 1: A Case for Action and Buy-In (vs. Lack of Urgency!)Lesson 2: Actionable Customer Input (vs. We Know What Customers Want!)Lesson 3: Enterprise-Wide Executive Ownership (vs. Optimize My Silo!)Lesson 4: Cultural Transformation and Teaming (vs. Knowledge Is Power!)Summary: Learning from ExperienceExercise: You Are the CustomerLesson 1: A Case for Action and Buy-In (vs. Lack of Urgency)Lesson 2: Actionable Customer Input (vs. We know What Customers Want!)Lesson 3: Enterprise-Wide Executive Ownership (vs. Optimize My Silo!)Lesson 4: Cultural Transformation and Teaming (vs. Knowledge Is Power!)

Content preview from Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty

Part 2. Understanding Loyalty: A Pie Pan of Needs

	“It’s simple, see . . .”
	--Ross Perot, U.S. presidential candidate, on a complex economic issue

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Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty, Second Edition

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Publisher Resources

ISBN: 0131453564Purchase book