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Who Stole My Customer?? Winning Strategies for Creating and Sustaining Customer Loyalty

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Who Stole My Customer?? Winning Strategies for Creating and Sustaining Customer Loyalty

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About

Features

  • Successful companies in the 21st century are those who can see themselves through the eyes of their customers--this is the book that helps business people develop that vision.
  • Teaches the reader how to overcome the ten myths that are costing them customers right now.
  • Written by respected former IBM customer-centered strategy expert, Harvey Thompson.

Description

  • Copyright 2004
  • Dimensions: 6x9
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-145356-4
  • ISBN-13: 978-0-13-145356-2
  • eBook (Adobe DRM)
  • ISBN-10: 0-13-204503-6
  • ISBN-13: 978-0-13-204503-2

Who's stealing your customers? Why is it happening? How can you stop it? These are the toughest questions facing virtually every enterprise. Who Stole My Customer?? is your complete guide to planning and implementing customer loyalty processes that really work-because they're built around what your customers really want.

Harvey Thompson helps you view your business and its processes through your customer's eyes … and you might be shocked at what you see. You'll systematically discover the real drivers of customer loyalty in your business, so you can focus your customer relationship investments for maximum value. Drawing on his unsurpassed experience at IBM and other world-class enterprises, Thompson shows exactly how to rebuild every touchpoint around your customer's needs … and overcome every obstacle that stands in your way.

You won't just improve customer retention for a quarter or two: you'll build resilient customer relationships that resist competition for years to come.

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Table of Contents



Preface.


Introduction.

I. CUSTOMER DEFECTION: THE CASE FOR ACTION.

 1. When Prior Strengths Become Your Weaknesses.
 2. A Boutique, Alternative Strategy of the 1990s.
 3. A Survival Issue and Strategic Imperative of the 2000s.

II. UNDERSTANDING LOYALTY: A PIE PAN OF NEEDS.

 4. Product vs Service Slices.
 5. Customer Segmentation and Targeting.

III. INTEGRATING TWO VIEWS: OPPORTUNITY VS RISK.

 6. Opportunity: The Customer View.
 7. Risk: The Company Culture.

IV. THE WINNING CUSTOMER EXPERIENCE.

 8. What They Want: Ten Myths about Your Customers.
 9. What They Need: Customer Visioneering.
10. What You Must Do: Institutionalize Loyalty.
Epilogue.
Who Stole My Customer??
Acknowledgments.
About the Author.
Index.

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