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

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Wiley, 26 черв. 1997 р. - 242 стор.
"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 DigestStudies show that customer satisfaction does not equate with continued sales. While satisfied customers are essential, it is the loyal customer who resists a competitor's discount offers, saves a company advertising and promotion dollars, recommAnds a product or service to others, and boosts a company's internal morale.This pragmatic guide to achieving customer loyalty outlines a savvy seven-step process for turning prospects into customers and customers into loyal advocates. Presenting detailed case studies — from a Florida picture framer and Nebraska travel agent to Home Depot and Sharp Electronics — Griffin shares her trademarked Profit Generator system, a step-by-step approach to pricing, value, positioning, and targeting designed to systematically move customers up the loyalty ladder. With real-world detail, she also shows how to win back inactive customers and develop a loyalty-driven corporate culture.

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Customer loyalty: how to earn it, how to keep it

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Studies have shown that customer satisfaction does not equate with continued sales. What a business needs instead is customer retention and repeated purchases, otherwise know as customer loyalty ... Читати огляд повністю

Зміст

The Way to Many Happy Returns
1
A Closer Look at Loyalty
17
The Seven Key Stages
29
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Про автора (1997)

JILL GRIFFIN is president of The Marketing Resource Center, conducts seminars on loyalty marketing nationwide and has advised companies including AT&T, AmeriSuite Hotels, and Clairol. She lives in Austin, Texas.

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