Written by two highly successful business coaches and management consultants, this book explains how to improve profitability by focusing on turning a business's already satisfied customers into highly satisfied customers by removing their sense of risk. The authors also provide a fail-safe method for identifying the risks inherent in your business.
• Provides research-based insights into consumer behavior across a diverse series of businesses, including health care, food service, hotels, pharmaceuticals, and retail
• Demonstrates that the idea of there being a linear relationship between customer satisfaction and customer loyalty is a myth
• Refutes the oft-heard objection that creating highly satisfied customers is too costly by showing that highly satisfied customers are consistently 2–5 percent cheaper to serve than satisfied ones
• Offers business owners and managers a proven methodology for better understanding the key aspects of a company's product and service offerings that create highly satisfied customers
• Examines the organizational challenges inherent in deploying a customer loyalty initiative and discusses ways that successful companies have overcome these challenges
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About the Author
John A. Larson is the senior partner at John Larson and Company, a firm specializing in helping clients increase their growth and profitability by improving the loyalty of the customers they serve.
Bennett E. McClellan is the chief catalytic officer of NBM Research. He is an academic, author, executive coach, and management consultant with a global practice.
What People are Saying About This
"Capturing Loyalty offers fresh and compelling insights on what generates high customer satisfaction in both consumer and business-to-business transactions and, with it, market success and a pathway to attractive growth."
"The distinction between customer satisfaction and customer loyalty is fine, and the relationship between the two can be capricious. Capturing Loyalty provides an invaluable map through the hazards and pitfalls of satisfaction in the pursuit of truly, enduringlyand profitablyloyal customers."
"Implementation is the focus of Capturing Loyalty. Many authors, myself included, have focused their attention on the importance of customer loyalty, the best way to measure it, and the economics associated with achieving different levels of customer loyalty. What most authors have not provided is the detailed roadmap (with all the possible hazards along the way) of how to get to the desired levels of customer loyalty. During the past three decades, Larson and McClellan have been working with clients in a variety of settings to profitably increase customer loyalty. They have seen the pitfalls and complexities. They have seen the failures and successes. They understand the organizational, cultural, and leadership challenges. They share their insights in Capturing Loyalty."
"In my experience, one of the most effective ways to materially increase customer loyalty and commitment is by first focusing on employee loyalty and commitment. Said another way, the performance of an organization's employees (e.g., sales force, customer support, store personnel) has a major impact on the quality of a customer's experience. I had the pleasure of successfully working with John Larson to improve both employee and customer satisfaction during my time at Staples. I have been a strong believer in his approach ever since."
"I have always been amazed at the lack of self-awareness many companies exhibit with regard to their customers. Unless you know exactly who your target customers are it is impossible to determine what they want, much less market to them effectively. Capturing Loyalty guides you through a logical process to identify your high-potential customers and serve their most pressing needs."