Table of Contents

why customers come back: how to create lasting customer loyalty
Why Customers Come Back: How to Create Lasting Customer Loyalty
byManzie R. Lawfer ISBN:1564146952
Career Press 2004 (220 pages)

This book discusses discovering and utilizing specific activities that will make your customers buy again and again, and tell the world why everyone should buy from you too.

Table of Contents
Why Customers Come Back—How to Create Lasting Customer Loyalty
Chapter 1- Why Customer Loyalty?
Chapter 2- The Story of Customer Loyalty
Chapter 3- People Do Business With People
Chapter 4- Differentiation
Chapter 5- Value and Assurance
Chapter 6- Effective Communication
Chapter 7- Focus
Chapter 8- How Do We Do It?
Chapter 9- Empowerment and Accomplishment
A Final Word

Loyal customers are the most important asset of any company-more important than land, patents, equipment, or buildings. While finding new customers is often expensive, time-consuming, and ultimately unprofitable, retaining old customers is surprisingly easy and highly profitable. Companies with a loyal customer base enjoy greater profitability in good economic times and can depend on their loyal customers to help them survive difficult ones.

Many businesses display banners proclaiming "Build Customer Loyalty!" but offer no training or tools to accomplish this mission. It is the moral equivalent of an athletic coach cupping his hands around his mouth and yelling at his players, "Score more points!" Why Customers Come Back is not about slogans, banners, or promotions. It is about discovering and utilizing specific activities that will make your customers buy again and again and tell the world why everyone else should buy from you too!

It isn't until a customer buys from you a second, third, or fourth time that you actually see any profit. So learning how to retain customers is far more important and profitable than chasing new ones. Even a seemingly negligible increase in repeat business-just five percent-produces a whopping 60 percent increase in profits.

What customers want today may fall out of favor tomorrow. American business is a fickle master. Technology, the Internet, and overnight delivery to anywhere in the country have made every business global-mom-and-pop corner stores must now compete with businesses thousands of miles away. Customer loyalty levels the playing field. It is the ultimate competitive advantage.

The practical advice in Why Customers Come Back is based on the real buying habits of real customers. The five principles to follow are not brain surgery. Business people, entrepreneurs, corporate leaders, and front-line employees can understand, embrace, and implement them right now.

About the Author

Customer spending habits and loyalty have been Manzie Lawfer's avocation for more than 25 years. Though he did not invent the five principles featured in Why Customers Come Back, he discovered them through hundreds of interviews with consumers, captains of industry, and business leaders. Lawfer consults, lectures, and conducts workshops throughout the United States.

Why Customers Come Back—How to Create Lasting Customer Loyalty

Manzie R. Lawfer

Franklin Lakes, NJ

Copyright 2004 Manzie R. Lawfer

All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press.

To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-848-0310) to order using VISA or MasterCard, or for further information on books from Career Press.


The Career Press, Inc., 3 Tice Road, PO Box 687,
Franklin Lakes, NJ 07417

Library of Congress Cataloging-in-Publication Data

Lawfer, Manzie R., 1946-
Why customers come back: how to create lasting customer loyalty /
Manzie R. Lawfer.
p. cm.
Includes index.



1. Customer loyalty. 2. Customer relations. I. Title.

HF5415.525.L.39 2004



This book is dedicated to my parents, Larry and Rena Lawfer, who were persistent in their encouragement long before I ever wrote my first word.


I would like to acknowledge and thank the many business owners, executives, captains of industry, and consumers that have been so generous with their honesty and time in helping me research this book.

My literary agent, Wendy Keller, of Forth Write Literary Agency and Speakers Bureau, has been, and continues to be, a source of concern, care, encouragement, friendship, and guidance, which have been priceless. If you are looking for an agent, look no further.

I especially want to acknowledge and thank my wife, JoyAnn, for her loyalty and willingness to allow me to move writing from my avocation to my profession.

About the Author

Manzie R. Lawfer is president of Loyalty Now, a consulting firm, and an expert on customer buying habits and shopping experiences. He has interviewed hundreds of business owners, captains of industry and everyday consumers. His research and studies have included a substantial sample of large corporations and small businesses.

Lawfer frequently speaks to groups but doesn't enter the room with a marching band, drop balloons from the ceiling, or offer fiery motivational speeches. By his own admission, Lawfer really only does one thing: He shows businesses and professionals how to get their customers to come back to buy again and again.

Lawfer has four sons. He and his wife, JoyAnn, live near his parents in Naples, Florida, where he skippers his 26-foot power catamaran Purrrogative.

Manzie Lawfer can be contacted through his company's Website,