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

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.

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...

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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.

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," skeptical, 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 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.

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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)
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Product Details

  • ISBN-13: 9780471645184
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 9/28/2000
  • Edition description: REVISED
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.10 (w) x 9.04 (h) x 0.62 (d)

Meet the Author

Joan A. Pajunen
With over two decades of experience in several executive-level retailing positions and in consulting to the service sector, Joan Pajunen has pioneered concepts that have become the bread-and-butter strategies of today’s retail industry. Her understanding of new retailing concepts and her ability to forecast industry trends and patterns have made her a popular media source and a well-known figure on the international speaking circuit. Pajunen is a Partner and Managing Director of Service Dimensions, currently sits on the board of Workbench, a major U.S. retailer, and is an active committee member of the Retail Council of Canada.
Susan M. O’Dell
Susan O’Dell is an internationally known consultant and speaker on retail and service industry trends, specializing in marketing, customer service, and employee relations. As a Partner in Service Dimensions, her ability to translate how consumer behaviour and the use of technology affect business has helped hundreds of major retailers, shopping centres, and other service-oriented industries adapt to the changing business climate. O’Dell is often quoted in the media, sits on the Retail Advisory Board of Ryerson Polytechnic University, and has been a featured speaker at major industry conferences in North America and Europe.

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Table of Contents

Preface
Acknowledgements
Ch. 1 Butterfly Behaviour 1
Ch. 2 Breaking Trust With the Customer 19
Ch. 3 The Return of the Monarch 35
Ch. 4 The Service Kaleidoscope 49
Ch. 5 Measuring the Trust Account 67
Ch. 6 Conducting a 3-D Audit 81
Ch. 7 No Strategy 103
Ch. 8 The Expectations Contract: Misreading the Customer 121
Ch. 9 The Media: Attractive Offer or Fatal Attraction? 141
Ch. 10 The Physical Dimension: The Emperor's New Clothes 159
Ch. 11 The People Dimension: No Value Added 181
Ch. 12 Internal Affairs: Culture Clash 205
Ch. 13 The Service-Empowered Team 219
Ch. 14 Exercises in 3-D 239
Conclusion 251
A 3-D Reading List 255
Index 261
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