Customer Loyalty: How to Earn It, How to Keep It

by Jill Griffin, Robert T. Herres (Foreword by)

Overview

You've read about Customer Loyalty in the Los Angeles Times, Dallas Morning News, Miami Herald, Kansas City Star, Entrepreneur, Industry Week, Marketing News, Boardroom Reports, Marketing Management, Library Journal, The Selling Advantage, Ideas Magazine, Executive Briefings, Training, Hospitality Upgrade, Direct, Quality Digest, Marketing Tools, Houseware Executive, Journal of Pharmaceutical Management, Discount Merchandiser, TeleProfessional, NationsBank Business, Modern Jeweler, Furniture Today— now read the new and revised edition of the ground-breaking book that created all the buzz.

Product Details

ISBN-13:	9780787963880
Publisher:	Wiley
Publication date:	10/09/2002
Series:	Jossey-Bass Business and Management Series
Edition description:	New and Revised Edition
Pages:	272
Product dimensions:	6.90(w) x 9.10(h) x 1.00(d)

About the Author

Jill Griffin is an internationally published author, business consultant, and speaker. As president of the Griffin Group in Austin, Texas, she speaks to and consults with businesses of all sizes, from Fortune 500 companies to law firms and small banks. She is coauthor of Customer WinBack (Jossey-Bass), deemed one of the thirty best business books of 2002 by Soundview Executive Book Summaries.

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Table of Contents

Foreword, General Robert T. Herres, USAF (Ret.), Chairman, USAA ix

About the Author xi

Preface xiii

Acknowledgments xvi

1 Customer Loyalty: The Way to Many Happy Returns 1

2 A Closer Look at Loyalty 17

3 Growing a Loyal Customer: The Seven Key Stages 30

4 Turning Suspects into Qualified Prospects 50

5 Turning Qualified Prospects into First-Time Buyers 74

6 Turning First-Time Buyers into Repeat Customers 99

7 Turning Repeat Customers into Loyal Clients 131

8 Turning Loyal Clients into Advocates 151

9 Customer Loss: How to Prevent It and What to Do When It Strikes 173

10 How to Develop a Loyalty-Driven Culture in Your Company 193

The Twelve Laws of Loyalty 217

References 223

Company Index 233

Subject Index 237

Jill Griffin Wants Your Stories 253

What People are Saying About This

From the Publisher

"In this revised edition, author Jill Griffin gives practical advice on garnering loyalty from customers. She explains that oftentimes "more thought and preparation goes into how to get the telephone to ring (strategy), than what to do once it rings (execution and implementation)." Chapters are based on key points, including turning first-time buyers into repeat customers, preventing customer loss, and recovering from customer loss. Each chapter offers steps to follow, a succinct summary of main points, and ready-to-use tools for getting started. Customer Loyalty is a comprehensive resource for businesspeople who are looking to improve customer service and satisfaction." --Source: Harvard Business School "Working Knowledge" List of Recommended Books

"Griffin deftly examines pricing, value, customers' purchasing cycles, positioning and targeting to create repeat purchasers . . . . Readers will profit from the arsenal of tools Griffin provides."
— Publishers Weekly

"Griffin has written a practical guide for planning strategies to assure customer loyalty. She uses actual examples to describe whom a company should target, how to find qualified prospects, and how to turn customers into company advocates."
— Library Journal

"Both the front-line salesperson concerned with a single customer and the senior manager responsible for the organization-wide sales and marketing strategy will find Griffin's Profit Generator system a useful process for building a base of consistently profitable customers."
— Quality Digest

"Jill Griffin 'wrote the book' on loyalty tactics with Customer Loyalty: How to Earn It, How to Keep It, now in its second edition."
— Larry Chase's Web Digest for Marketers

"Ms. Griffin deals with a complex subject and comes to a logical conclusion: Loyalty begins and continues with continually satisfied customers."
— J. D. Power III, J. D. Power and Associates

"Customers become loyal advocates to a business one purchase experience at a time. Customer Loyalty clearly outlines the seven steps of a customer affinity and shows how companies can embrace these strategies to build a loyal clientele. These strategies work for any product or service and for any company large or small."
— Beth Summers, vice president, executive and organizational development, Dell Computer Corporation

"Jill 'gets it.' So can you. You don't need a consultant or a new management team. Read Jill's book and execute. Then you will 'get it.'"
— Red McCombs, chairman, McCombs Enterprises, owner, Minnesota Vikings, and cofounder, Clear Channel Communications

"Business only has two jobs: (1) getting new customers and (2) keeping the old ones, and sometimes winning them back. Let the brillance of my friend Jill's book help you to maximize, optimize, and fully realize your opportunities here." --Mark Victor Hansen, coauthor, Chicken Soup for the Soul Series, #1 New York Times best-seller

"Sales people will find Griffin's book interesting, practical, and profitable."-- American Marketing Association

Editorial Reviews

"Customer Loyalty is a comprehensive resource for businesspeople who are looking to improve customer service and satisfaction." --From Harvard Business School Working Knowledge

From the Publisher