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Rebuild customer loyalty, strengthen customer relationships, and leverage the immense power of customer co-innovation! Harvey Thompson's Who Stole My Customer?? is the world's definitive guide to rebuilding customer loyalty: must-reading in C-Suites and top business schools worldwide. That's no surprise: for decades, Thompson has been the go-to expert for CxOs seeking to optimize their customer growth and retention strategies. Now, in this extensively updated Second Edition, Thompson sharpens his focus on two of the most crucial strategic challenges identified by 1,300+ current CEOs: strengthening customer relationships and promoting innovation.
Drawing on his immense enterprise experience, Thompson helps you overcome fundamental corporate culture issues that impede both relationship-building and innovation. Next, he demonstrates how to construct customer-driven business models and management systems that improve retention by systematically involving customers in co-innovation around goals and visions they help define.
Who Stole My Customer?? Second Edition helps you identify up-to-the-minute answers to the classic "tough questions" surrounding loyalty: Who's stealing my customers? Why is it happening? How can I stop it? How can I win back lost customers? You'll discover new ways to view business processes through customer's eyes… identify today's real drivers of loyalty… tightly focus relationship investments for maximum value… rebuild touch points around customers' current and future needs.
Throughout, updated questions help you apply Thompson's techniques in your competitive environment. Thompson's questions have also been updated to serve MBA or Executive MBA level students more effectively as they seek to add more value in future work assignments.
PART I The Case for Action: Customer Defection 7
Chapter 1 When Prior Strengths Become Your Weaknesses 9
Chapter 2 When the World Changes and You Do Not 17
Chapter 3 When Customers Leave 25
PART II Understanding Loyalty: A Pie Pan of Needs 41
Chapter 4 Product versus Service Slices 43
Chapter 5 Customer Segmentation and Targeting 55
PART III Integrating Two Views: Opportunity versus Risk 65
Chapter 6 Opportunity: The Customer View 67
Chapter 7 Risk: The Company Culture 81
PART IV The Winning Customer Experience 93
Chapter 8 What They Want: Ten Myths About Your Customers 95
Chapter 9 What They Need: Solutions 113
Chapter 10 The Next Strategic Leap: Company and Customer Co-Innovation 143
Chapter 11 What You Must Do: Institutionalize Loyalty 163
Epilogue: Who Stole My Customer?? 197