Why Customers Come Back: How to Create Lasting Customer Loyalty

Overview

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable.

This book is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and ...

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Overview

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable.

This book is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again...and tell the world why everyone else should buy from you too!

Learning how to retain customers is important and profitable. Even a seemingly negligible increase in repeat business-just five percent-produces a whopping 60 percent increase in profits.

The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them...right now.

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Editorial Reviews

Soundview Executive Book Summaries
In Why Customers Come Back, seasoned sales consultant Manzie Lawfer describes what motivates customers to do business with a company, and how companies can use that information to create a customer base that returns to do business again and again. After studying customers and their buying habits for nearly 30 years, Lawfer developed five principles that determine customer loyalty. By putting these principles in a concise form, Lawfer shows readers how to properly apply them to increase customer loyalty. Copyright © 2004 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9781564146953
  • Publisher: Career Press, Incorporated
  • Publication date: 12/28/2003
  • Pages: 219
  • Product dimensions: 5.94 (w) x 8.96 (h) x 0.46 (d)

Table of Contents

Introduction 9
Chapter 1 Why Customer Loyalty? 13
Chapter 2 The Story of Customer Loyalty 35
Chapter 3 People Do Business With People 49
Chapter 4 Differentiation 71
Chapter 5 Value and Assurance 93
Chapter 6 Effective Communication 117
Chapter 7 Focus 139
Chapter 8 How We Do It 161
Chapter 9 Empowerment and Accomplishment 185
A Final Word 205
Bibliography 209
Index 213
About the Author 219
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