Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer
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...
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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.
PrefaceAcknowledgementsCh. 1Butterfly Behaviour1Ch. 2Breaking Trust With the Customer19Ch. 3The Return of the Monarch35Ch. 4The Service Kaleidoscope49Ch. 5Measuring the Trust Account67Ch. 6Conducting a 3-D Audit81Ch. 7No Strategy103Ch. 8The Expectations Contract: Misreading the Customer121Ch. 9The Media: Attractive Offer or Fatal Attraction?141Ch. 10The Physical Dimension: The Emperor's New Clothes159Ch. 11The People Dimension: No Value Added181Ch. 12Internal Affairs: Culture Clash205Ch. 13The Service-Empowered Team219Ch. 14Exercises in 3-D239Conclusion251A 3-D Reading List255Index261
\ From the Publisher"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001)\ \ \
