Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer

Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer

by Susan M. O'Dell, Joan A. Pajunen
     
 

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The Butterfly Customer is a creature more in motion than at rest: flitting from store to store, from bank to bank, from credit card to credit card, and from service to service. Their first instinct is to try something new, something better, something different, and their last instinct is to stay loyal to any one offering.

The Butterfly Customer

Capturing the

Overview

The Butterfly Customer is a creature more in motion than at rest: flitting from store to store, from bank to bank, from credit card to credit card, and from service to service. Their first instinct is to try something new, something better, something different, and their last instinct is to stay loyal to any one offering.

The Butterfly Customer

Capturing the Loyalty of Today's Elusive Consumer

After thousands of programs and millions of dollars, businesses are finding the goal of customer loyalty as elusive as ever. Why? Because today's consumer is a "Butterfly Customer," sceptical, not loyal to any product or company, and yours only until the next good thing comes along.

But the very survival of your business depends on having a base of faithful and constant customers. So, how do you attract these elusive creatures to your business and, more importantly, how do you keep them coming back without having to lower your profits in providing spectacular and expensive feats of service?

The Butterfly Customer:

* Shows how to provide a predictable, consistent service experience for your customers that will build their trust and loyalty--and make you money.

* Provides a proven process--the "3-D Audit"--to evaluate the consistency between what you promise to your customers and what you actually deliver.

* Features examples of actual companies and what they are doing to capture customers' loyalty.

* Gives practical advice that any business can use, regardless of size or industry sector.

The Butterfly Customer dares you to move beyond the comfort zone of facts and figures into the heart and soul of how customers are responding to the ways in which you choose to do business. The ultimate reward: loyal customers who trust your business translate into higher profit and lower maintenance for you.

Have you ended up with a customer base full of high-maintenance clients who, because of their demands for spectacular and expensive service, lower your profit and still, despite all your costly efforts, vanish to the competition without warning or the slightest hint of remorse?

Welcome to the era of the Butterfly Customer for whom loyalty appears to be a lost virtue--regardless of the time, expense, and effort expended by a business to capture it.

Butterflies flit from service to service, from store to store, from business to business, and from relationship to relationship....Butterfly Customers are transient visitors to your business who have replaced the loyal customers of the past, despite all your efforts to coax them into staying.

In the face of this craving, disloyal Butterfly, it is tempting to simply give up on loyalty and switch the dollars and energy into creating ever more exciting concepts or to lures, such as a constant emphasis on lower prices. But don't give up on loyalty yet. The bottom line impact of converting the gypsy behaviour of the Butterfly Customer is too great to pass up.

What does the Butterfly Customer need to become loyal? Just one thing, to find you worthy of their trust. Customers who trust are willing to return to you, refer others to you, and stick with you, even if it requires some time, money, and effort. These high-profit, low-maintenance customers are your reward for being trustworthy. These are...loyal Monarch Customers, following a predictable path as they return time after time, year after year, to do business with you.

--from the Preface

Editorial Reviews

From the Publisher
"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001)

Product Details

ISBN-13:
9780471645184
Publisher:
Wiley
Publication date:
09/28/2000
Edition description:
REVISED
Pages:
288
Product dimensions:
6.10(w) x 9.04(h) x 0.62(d)

Meet the Author

Susan M. O'Dell is an internationall known consultant and speaker on retail and service industry trends, specializing in marketing, consumer behaviour and organizational design. She is a former principal in Service Dimensions, a consulting company specializing in the retail and service sectors.

Joan A. Pajunen is a recognized service expert and popular speaker. A former principal in Service Dimensions, she has formed a new company TrendSeek-TrendSpeakIntl., which tracks consumer behaviour across North America and interprets customer wants and emerging consumer trends.

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