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

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

by Lois K. Geller
     
 

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…  See more details below

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.

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

Product Details

ISBN-13:
9781580625616
Publisher:
Adams Media Corporation
Publication date:
11/06/2001
Pages:
336
Product dimensions:
5.36(w) x 7.54(h) x 1.09(d)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >