Creating Customer Loyalty

Build Lasting Loyalty Using Customer Experience Management

Chris Daffy

• Publisher: Kogan Page
• Year: 2019
• Print ISBN: 9780749484309
• eBook ISBN: 9780749484316
• Edition: 1
• Topic: Business
• Subtopic: Customer Relations
• Index: Business

Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers. Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.

INDEX

The 7 Habits of Highly Effective People 2, 30, 213, 217 see also Covey, S

Achor, S 36, 221–22 see also research

action checklists (for) see also recommended reading and recommended to watch

concept of customer loyalty management 24–25, 25

creating and managing memories that influence customer loyalty 160–61

critical customer experience management techniques

creating positive experiences 114–15

eliminating negative experiences 137–38

eliminating negative experiences 137–38

enabling/enhancing customer loyalty: avoiding/removing things that disable it 44–46

essential elements for success in customer loyalty management 72–73

identifying, understanding and managing customer expectations 92–93

measuring and monitoring what matters for customer loyalty 209–10

proven and practical implementation tools and techniques 184–85

turning great loyalty strategy ideas into worthwhile actions 231–32

airlines

and change in the aftermath of 9/11 166

SAS 32 see also Carlzon, J

Southwest 109–10, 225

Virgin Atlantic 103, 117 see also Branson, R

artificial intelligence 211, 216–19 see also turning great loyalty strategy ideas into worthwhile actions

cautionary note on 219

and chatbots 217–18

learning 218

Barnum, P T (circus impresario) 144

Bennis, W 183

The Best Place to Work 43 see also Friedman, R

Black, S J 164, 180, 184

Blanchard, K 137

and ‘Raving Fans’ 1...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• List of figures
• List of tables
• Preface
• 01 An introduction to the concept of customer loyalty management
• 02 Focusing on things that enable and enhance customer loyalty and avoiding or removing those that disable it
• 03 The essential elements for success in customer loyalty management
• 04 Identifying, understanding and managing customer expectations
• 05 Critical customer experience management techniques – creating positive experiences
• 06 Critical customer experience management techniques – eliminating negative experiences
• 07 Creating and managing the memories that influence customer loyalty
• 08 Proven and practical customer loyalty strategy implementation tools and techniques
• 09 Measuring and monitoring what matters for customer loyalty – experiences versus satisfaction
• 10 Turning great loyalty strategy ideas into worthwhile actionss
• Conclusion
• Recommended further study
• Index
• Backcover