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Why Customers Come Back: How to Create Lasting Customer Loyalty

ISBN: 1564146952
EAN: 2147483647

Year: 2003
Pages: 110

Authors: Manzie R. Lawfer

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• Table of Contents
• BackCover
• Why Customers Come Back - How to Create Lasting Customer Loyalty
• Introduction
• Chapter 1: Why Customer Loyalty?
• Customer Loyalty Is Not an Opinion
• All Profit Comes From Loyal Customers
• The Ease of Doing Business
• Word-of-Mouth Marketing
• Don t Shout Exhortations
• How We Learn
• Loyalty Creates Money
• Destinations versus Journeys
• Management
• Loyalty Is a Journey, Not a Destination
• Micromanagement
• Summary
• Chapter 2: The Story of Customer Loyalty
• Loyalty Is Not Situational
• Custumarius
• Who Is the Customer?
• Every Business Can Benefit
• Customer Relationship Management
• Summary
• Chapter 3: People Do Business With People
• People Only Do What They Want to Do
• Responsiveness Makes People Feel Important
• A Company Built on Liking People
• Longaberger Step-by-Step Loyalty
• KUHL
• Our Emotions Control Our Listening
• Show Me You Know Me
• Summary
• Chapter 4: Differentiation
• There Is Competition for Every Sale
• Differentiators in Commerce
• Quality Is a Commodity
• Uniqueness
• You May Be Paying Too Much
• Who Are You Doing Business With?
• Customers Are Buying You
• Pareto s Law
• Differentiators Must Have Value
• 7 Universal Values
• Summary
• Chapter 5: Value and Assurance
• Value Propositions
• Frequency of Payment Can Affect Loyalty
• Inventions
• Feeling Good
• Assurance
• Asking for Assurance
• Summary
• Chapter 6: Effective Communication
• Before We Talk
• When We Talk
• After We Talk
• Summary
• Chapter 7: Focus
• This Pilot Benefits From His Deepest Thoughts
• This Ballplayer Learned How to Focus
• How We Think About Our Customers
• Choices
• What Is Success?
• A Business Based on Belief in Loyal Customers
• How Our Customers Think About Us
• Summary
• Chapter 8: How Do We Do It?
• Developing Activities That Support People Doing Business With People
• Developing Activities That Support Differentiation
• Developing Activities That Support Value and Assurance
• Developing Activities That Support Effective Communication
• Developing Activities That Support Focus
• Mapping Activities
• Summary
• Chapter 9: Empowerment and Accomplishment
• Application of Intuitive Knowledge
• Stakeholders
• Why Invest Without a Profit Motive?
• Corporate Culture
• A Perfect World
• Spread the Word
• A Final Word
• Bibliography
• Index
• Index_B
• Index_C
• Index_D
• Index_E
• Index_F
• Index_G
• Index_H
• Index_I
• Index_J
• Index_K
• Index_L
• Index_M
• Index_N
• Index_O
• Index_P
• Index_Q
• Index_R
• Index_S
• Index_T
• Index_U
• Index_V
• Index_W-X
• Index_Y
• Index_Z