Creating Customer Loyalty: Build Lasting Loyalty Using Customer Experience Management / Edition 1

by Chris Daffy

Overview

Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers.

Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.

Product Details

ISBN-13:	9780749498061
Publisher:	Kogan Page, Ltd.
Publication date:	04/30/2019
Pages:	264
Product dimensions:	6.46(w) x 9.53(h) x 1.02(d)

About the Author

Chris Daffy was an established author, speaker and writer, with over 20 years' experience helping organizations to improve customer service, experience management and loyalty building. He provided training throughout the UK and Northern Europe with clients including: Airbus; Air Products; AXA; BAE Systems; BBC; Barclaycard; Brenntag; DHL; Dorchester Hotel; JCB; Legal & General; Pizza Express; Saint Gobain Group; Toyota/Lexus; Unilever Group; Watches of Switzerland.

Table of Contents

** Chapter - 01: An introduction to the concept of customer loyalty management; ** Chapter - 02: Focusing on things that enable and enhance success and avoiding or removing those that disable it; ** Chapter - 03: The essential elements for success at customer loyalty management; ** Chapter - 04: Identifying, understanding and managing customer expectations; ** Chapter - 05: Critical customer experience management techniques; ** Chapter - 06: Creating and managing the memories that influence customer loyalty; ** Chapter - 07: Proven and practical customer loyalty strategy implementation tools and techniques; ** Chapter - 08: Measuring and monitoring what matters for customer loyalty – Experiences versus satisfaction; ** Chapter - 09: Turning great loyalty strategy ideas into worthwhile actions

Editorial Reviews

"This is the bible of customer experience. It has everything you need to know about the subject."

Marius Persinaru

"This is probably the most comprehensive work, providing a true 360 on the topic of loyalty, that I have read in a long time. It presents simple and clear methods without jargon, which in true Daffy style are practical, not just theoretical. This is an essential manager handbook for best practice in customer loyalty."

Nic Cunliffe

"Chris Daffy has an incredible ability to make the complicated stuff simple to understand and his work has been of great value to me personally, fantastic for my team's development and hugely beneficial for our business."

Magda Dexter

"Quite frankly, I couldn't put it down! The perfect mix of stories combined with research that spans a lifetime, with wonderful examples from a broad church of industries such as Ritz-Carlton, SW Airlines and M&S. I will be buying copies for my team."

Peter van Peborgh-Gooch