The Butterfly Customer: Capturing the Loyalty of Today's Elusive Consumer - Rilegato

O'Dell, Susan M.; Pajunen, Joan A.

Rilegato

ISBN 10: 0471641979 ISBN 13: 9780471641971

Casa editrice: John Wiley & Son Ltd, 1997

Riassunto

Develop difficult-to-attain customer trust and loyalty through predictable and consistent service experience
Today's customer is a "Butterfly Customer," skeptical, not loyal to any product or company, and only yours until the next best thing comes along. The Butterfly Customer defines the true meaning of customer loyalty and provides a master plan for achieving success. Authors Susan O'Dell and Joan Pajunen explain that a better measure of a customer's loyalty is how much trust they place in your business. Here, business managers will learn how to write their own contracts with customers, determine what promises that contract with the customer implies, and focus on delivering service. By running a business with integrity, owners will develop trust with their customers and profit by doing so.
* Includes numerous examples of actual companies and what actions they are taking to capture customers' loyalty
Susan M. O'Dell and Joan A. Pajunen (both from Mississauga, Canada) are Principals in Service Dimensions, a consulting company specializing in retail and service sectors.

Su questo libro

L'autore:

Joan A. Pajunen
With over two decades of experience in several executive-level retailing positions and in consulting to the service sector, Joan Pajunen has pioneered concepts that have become the bread-and-butter strategies of today?s retail industry. Her understanding of new retailing concepts and her ability to forecast industry trends and patterns have made her a popular media source and a well-known figure on the international speaking circuit. Pajunen is a Partner and Managing Director of Service Dimensions, currently sits on the board of Workbench, a major U.S. retailer, and is an active committee member of the Retail Council of Canada.
Susan M. O?Dell
Susan O?Dell is an internationally known consultant and speaker on retail and service industry trends, specializing in marketing, customer service, and employee relations. As a Partner in Service Dimensions, her ability to translate how consumer behaviour and the use of technology affect business has helped hundreds of major retailers, shopping centres, and other service-oriented industries adapt to the changing business climate. O?Dell is often quoted in the media, sits on the Retail Advisory Board of Ryerson Polytechnic University, and has been a featured speaker at major industry conferences in North America and Europe.

Dalla quarta di copertina:

BUSINESS

The Butterfly Customer is a creature more in motion than at rest: flitting from store to store, from bank to bank, from credit card to credit card, and from service to service. Their first instinct is to try something new, something better, something different, and their last instinct is to stay loyal to any one offering.

The Butterfly Customer
Capturing the Loyalty of Today?s Elusive Consumer

After thousands of programs and millions of dollars, businesses are finding the goal of customer loyalty as elusive as ever. Why? Because today?s consumer is a "Butterfly Customer," sceptical, not loyal to any product or company, and yours only until the next good thing comes along.

But the very survival of your business depends on having a base of faithful and constant customers. So, how do you attract these elusive creatures to your business and, more importantly, how do you keep them coming back without having to lower your profits in providing spectacular and expensive feats of service?

The Butterfly Customer:

• Shows how to provide a predictable, consistent service experience for your customers that will build their trust and loyalty--and make you money.
• Provides a proven process--the "3-D Audit"--to evaluate the consistency between what you promise to your customers and what you actually deliver.
• Features examples of actual companies and what they are doing to capture customers? loyalty.
• Gives practical advice that any business can use, regardless of size or industry sector.

The Butterfly Customer dares you to move beyond the comfort zone of facts and figures into the heart and soul of how customers are responding to the ways in which you choose to do business. The ultimate reward: loyal customers who trust your business translate into higher profit and lower maintenance for you.

Have you ended up with a customer base full of high-maintenance clients who, because of their demands for spectacular and expensive service, lower your profit and still, despite all your costly efforts, vanish to the competition without warning or the slightest hint of remorse?

Welcome to the era of the Butterfly Customer for whom loyalty appears to be a lost virtue--regardless of the time, expense, and effort expended by a business to capture it.

Butterflies flit from service to service, from store to store, from business to business, and from relationship to relationship....Butterfly Customers are transient visitors to your business who have replaced the loyal customers of the past, despite all your efforts to coax them into staying.

In the face of this craving, disloyal Butterfly, it is tempting to simply give up on loyalty and switch the dollars and energy into creating ever more exciting concepts or to lures, such as a constant emphasis on lower prices. But don?t give up on loyalty yet. The bottom line impact of converting the gypsy behaviour of the Butterfly Customer is too great to pass up.

What does the Butterfly Customer need to become loyal? Just one thing, to find you worthy of their trust. Customers who trust are willing to return to you, refer others to you, and stick with you, even if it requires some time, money, and effort. These high-profit, low-maintenance customers are your reward for being trustworthy. These are...loyal Monarch Customers, following a predictable path as they return time after time, year after year, to do business with you. --from the Preface

Su questa edizione

• Editore: John Wiley & Son Ltd
• Data di pubblicazione: 1997
• ISBN 10: 0471641979
• ISBN 13: 9780471641971
• Rilegatura: Copertina rigida
• Numero di pagine: 264