Today's customer is a butterfly - sceptical and ready to flutter off to the competition at the drop of a hat. Businesses spend fortunes each year on loyalty schemes, yet many still fail to inspire true loyalty. This book redefines the meaning of customer loyalty and provides a master plan for success. Business managers will learn how to write their own contracts with customers, determine the promises each contract implies, and focus on delivering service. By running a business with integrity, they will develop new trust with their customers and profit by doing so
Table of Contents
Butterfly Behaviour; Breaking Trust With the Customer; The Return of the Monarch; The Service Kaleidoscope; Measuring the Trust Account; Conducting a 3-D Audit; No Strategy; The Expectations Contract: Misreading the Customer; The Media: Attractive Offer or Fatal Attraction?; The Physical Dimension: The Emperor's New Clothes; The People Dimension: No Value Added; Internal Affairs: Culture Clash; The Service-Empowered Team; Exercises in 3-D; Conclusion; A 3-D Reading List; Index.
Susan M. O'Dell is an internationall known consultant and speaker on retail and service industry trends, specializing in marketing, consumer behaviour and organizational design. She is a former principal in Service Dimensions, a consulting company specializing in the retail and service sectors. Joan A. Pajunen is a recognized service expert and popular speaker. A former principal in Service Dimensions, she has formed a new company TrendSeek-TrendSpeakIntl., which tracks consumer behaviour across North America and interprets customer wants and emerging consumer trends.