To win and keep customers you have to do more than just meet their expectations - you have to surpass them. The Finishing Touch will show you how to make a good customer experience great by building up to an impressive finish that every customer will remember. Using real-life examples, practical advice and tailored information for your industry at the end of each chapter, Tony Cram will show you how to make your customers feel positive about your business, bring them back to buy more and inspire them to promote your business to others.
About the Author
Tony Cram has presented on competitive marketing and innovation at conferences and company conventions around the world including Berlin, Buenos Aires, Budapest, Gothenburg, Istanbul, London, Paris and Warsaw.
As a Programme Director at Ashridge Business Schoolone of Europe's leading centres for Management Developmenthe designs and delivers executive development programmes on business strategy and market innovation. His particular interest is in understanding customer value, developing brands and the dynamics of long-term business relationships.
Tony Cram's previous books include Customers that Count: How to build living relationships with your most valuable customers, Smarter Pricing: How to capture more value in your market and The Power of Relationship Marketing.
Table of Contents
About the author viii
A rising crescendo xi
part 1 Prologue
1 More service, less satisfaction - the service context 3
2 Crafting the service value proposition - internal foundations 15
part 2 Acts
Act 1 Managing expectations - preconceptions 39
Act 2 Starting well - first impressions 55
Act 3 Moving to positive - building trust 71
Act 4 Queues and bad news - reality check 85
Act 5 Making customers feel important - something individual 111
Act 6 I can fix that - service recovery 129
Act 7 Staying ahead - service innovation 149
Act 8 Leaving your customers wanting more - the finishing touch 173
part 3 Epilogue
Further reading 203