Winning the Customer: Turn Consumers into Fans and Get Them to Spend More

INDEX

Adapt and follow-through, 193–196

Aerosmith, 117

Affinity, customer (See Customer affinity)

Airline frequent flier programs, 33–34

American Express, 57

Andelman, Eddie, 89–91, 113–114

Apple, 26–27

Assignments, as key system elements, 16

Attitude of the moment, 124–128, 130

Belichick, Bill, 10

Berman, Chris, 83

Bledsoe, Drew, 86

Blogs, 166–167

Boston Beer, 174

Boston Red Sox, 35–38

The “bow on the package,” memorable moments, 127–133

Brady, Tom, 86, 108–109

Brand custodians, 21–24

Bucket system for relationship, 112

Building vs. selling, revenue game, 141–159

beyond the short-term sale, 146–148

closing vs. selling, 150–151

cold calling, 151–156

constant creativity, 148–150

keep contract in drawer, 143–148

listen and solve, 147–148

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