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

by Harvey Thompson

December 2014

Beginner to intermediate

224 pages

4h 38m

English

Pearson

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Basic Drivers of Customer Loyalty
Myth 1: Our Customers Want the Lowest Price—PeriodMyth 2: We Know What Our Customers Want (or Don’t Want)Myth 3: Customers Cannot Envision What Does Not ExistMyth 4: Customers Do Not Want to Be Telephoned at Home—AlwaysMyth 5: Customers Do Not Want to Be Sold to When They Telephone for ServiceMyth 6: Customers Do Not Want to Give Us Information about ThemselvesMyth 7: Customers Who Call Hate to Be TransferredMyth 8: An Apology Is Never Enough (So We Don’t Do It)Myth 9: Our Customers and Their Needs Are UniqueMyth 10: We Know What Our Customers Need (Not Want...Need)
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 Service
Lesson 1: A Case for Action and Buy-In (vs. Lack of Urgency and Inertia!)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!”)Lesson 5: Customer-Activated Management System (vs. a Co-Innovation Initiative!)Summary

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

Part III: Integrating Two Views: Opportunity versus Risk

“I am told that the Chinese have one word that means both opportunity and risk. In customer loyalty management, there is a similar word: touchpoints.”

—The author

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Publisher Resources

ISBN: 9780133990447Purchase book