Customers for Keeps: 8 Powerful Strategies to Turn Customers into Friends and Keep Them Forever

Overview

Today's retail marketplace is a vast sea of products, services, and wannabe brands. But even the catchiest slogans and biggest selections won't capture the buyer's loyalty if they don't establish a personal "connection." And there's no closer connection than friendship.
Author and entrepreneur Lois K. Geller has found a surefire way to raise your brand above the others. Her philosophy - so simple and yet so powerful - is Friendship Branding. While working with clients such as ...
See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (18) from $1.99   
  • New (3) from $31.48   
  • Used (15) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$31.48
Seller since 2014

Feedback rating:

(281)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$41.95
Seller since 2008

Feedback rating:

(15)

Condition: New
1997 Hard cover New in new dust jacket. Glued binding. Paper over boards. 336 p. Audience: General/trade.

Ships from: Orlando, FL

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$45.00
Seller since 2014

Feedback rating:

(178)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

Today's retail marketplace is a vast sea of products, services, and wannabe brands. But even the catchiest slogans and biggest selections won't capture the buyer's loyalty if they don't establish a personal "connection." And there's no closer connection than friendship.
Author and entrepreneur Lois K. Geller has found a surefire way to raise your brand above the others. Her philosophy - so simple and yet so powerful - is Friendship Branding. While working with clients such as American Express, Weight Watchers, and Columbia House, Geller found that creating a warm, long-term relationship with customers brought unprecedented sales and long-term brand loyalty. She also discovered that customers prefer the brand that reflects the qualities of a good friend: reliability, humor, honesty, charisma.
Customers for Keeps reveals the eight stages of Friendship Branding that will put your company on your customers' "most wanted" list.
1. Wear a human face.
2. Maximize your initial impact.
3. Bond with customers by establishing mutual needs.
4. Listen to your customers via new channels.
5. Win trust by apprising customers of the latest brand developments - good and bad
6. Set your customers at ease.
7. Commit to customers.
8. Sustain your friendships.
Customers for Keeps will show you how to:
-Create and maintain a memorable, effective brand - no matter how large or small the company
-Redefine a brand as an experience, rather than an image
-Relate to customers as one would a best friend, using the principles and "rituals" of friendship
-Inspire trust, respect, and loyalty in customers
-Repair "broken" relationships sothat they are stronger than ever
-And more!
This groundbreaking work tears down the old definition of branding. Instead of simply creating a physical image or mental association of a product or service in the customer's mind, companies can now brand themselves in such a way so they are thought of as trusted friends. Remember, every customer worth getting is worth keeping. Customers for Keeps shows you why a friendship between customer and company is not only preferable in today's marketplace - it's vital.
Read More Show Less

Editorial Reviews

Soundview Executive Book Summaries
"Friendship Branding" is a concept that aims to take the impersonal nature out of business contacts. People respond best to communications that have distinctive personality, Lois Geller writes. Buyer loyalty, specifically, is captured best with friendship.

In Customers for Keeps, Geller, who has worked with American Express, Weight Watchers and Columbia House, explores how vital qualities such as reliability, humor, honesty and charisma create good friends and great customers. Copyright (c) 2002 Soundview Executive Book Summaries

Read More Show Less

Product Details

  • ISBN-13: 9781580625616
  • Publisher: Adams Media Corporation
  • Publication date: 11/6/2001
  • Pages: 336
  • Product dimensions: 5.36 (w) x 7.54 (h) x 1.09 (d)

Table of Contents

Preface
Acknowledgments
Introduction
Chapter 1 What Is Friendship Branding?
Chapter 2 Making Friends
Chapter 3 Developing a Brand in a World That Values Friendship
Chapter 4 The Eight Stages of Friendship Branding
Chapter 5 Stage One: Putting a Human Face on Your Company
Chapter 6 Stage Two: First Impressions for a Lasting Friendship
Chapter 7 Stage Three: How to Connect with the Right Customers
Chapter 8 Stage Four: Listening to Your Customers
Chapter 9 Stage Five: Sharing with Your Customers
Chapter 10 Stage Six: Making Customers Feel Secure
Chapter 11 Stage Seven: Building Trust Between You and Your Customer
Chapter 12 Stage Eight: Creating Friendships That Last
Chapter 13 Eleven Steps to Getting Started with Friendship Branding
Conclusion As a Final Word
Appendix A Every Business Can Use Friendship Branding
Appendix B The Geller Branding Survey
Index
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 5 Customer Reviews
  • Anonymous

    Posted February 12, 2002

    Customers for Keeps: 8 Powerful Strategies to Turn Customers into Friends and Keep Them Forever

    BEST BRANDING BOOK ON THE MARKET

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 16, 2002

    Timely, concise

    Material in Appendix A alone is worth 1000 times the price of this book. A real treasure trove of info.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted November 30, 2001

    A MUST have book on branding.

    Listen...if it works for Dell Computer and American Express...as well as many Fortune 500 companies...it will work for you. Features all you need to get your company properly branded. Also helps you regain the focus on your established brands.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 27, 2001

    MUST READ FOR BUSINESSES!!!

    Stuck in the airport in Boston last week (what else is new) and needed a book to read. Picked up CFK. What a book! Instead of telling you what to do the author gives you actual real world examples to learn from. Now that's refreshing. After reading it - and it is a quick read - I got several great ideas for getting my division of AT&T to get back in focus and on track.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 2, 2002

    Customers for Keeps: 8 Powerful Strategies to Turn Customers into Friends and Keep Them Forever

    I was browsing through the business books at my local B&N when I came across this gem. It caught my fancy when I saw a mention to Stew Leonard's in it. As a regular customer of that unique market I am ashamed to admit I never realized how clever a brand Stew's was until I read this book. It never dawned on me how inexpensive a brand can be to create and how valuable it can become.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing all of 5 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)