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

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

Brossura

ISBN 10: 0471645184 ISBN 13: 9780471645184

Casa editrice: John Wiley & Sons Inc, 2000

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.

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Recensione:

"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business."(Marketing, 16 August 2001)

"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001)

L'autore:

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.

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