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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.
List 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
About the author
Chris Daffy was the founder of The Marketing Group, The Academy of Service Excellence and The Leadership Forum. In 2007 he was made a Companion of the Institute of Customer Service.
Summary
Develop the skills to design and implement a sustainable customer loyalty improvement programme in your organization and be rewarded with increased market share, improved sales and enhanced profitability.
Foreword
Features examples from international companies including Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic.
