BOOK REVIEWS
Harvard Business School "Working Knowledge" Recommended Books
Customer Loyalty: How to Earn It, How to Keep It
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 Loyaltyis a comprehensive resource for businesspeople who are looking to improve customer service and satisfaction.
Publishers Weekly
Customer Loyalty: How to Earn It, How to Keep It
Management consultant Griffin here addresses the failure of the 'market share' theory. Presenting case studies----Home Depot’s customer industry standard; Sharp Electronics’s sales doctor approach---she stresses the need to develop customer loyalty programs. Griffin deftly examines pricing, value, customers’ purchasing cycles, positioning and targeting to create repeat purchases. She ponders: What ‘exactly’ does a company do that engenders loyalty? A Florida picture framer she interviewed discovered by surveying his customers that the uniqueness and quality of his work ensured their patronage, not his low-end framing options; a Nebraska travel agent learned that he retained his corporate accounts because of his willingness to hold regular reviews sessions with them. Readers will profit from the arsenal of tools Griffin provides.
Library Journal
Customer Loyalty: How to Earn It, How to Keep It
Studies have shown that customer satisfaction does not equate with continued sales. What a business needs instead is customer retention and repeat purchases, otherwise known as customer loyalty. Marketing consultant 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, how to turn customers into company advocates. Griffin also details how to win back inactive customers and how to develop a loyalty-driven corporate culture. Griffin’s thoroughgoing treatment is recommended for public libraries.