Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know

The book is easy to read, action-oriented, and detail-oriented. The author offers self-evaluation tests to track how you are doing. It is full of useful ideas that anyone can understand and utilize immediately for building customer loyalty. It also has many tools, exercises and suggestions, such as customer service self- evaluations and checklists.

The book’s topics seem extremely self-evident. The author’s principles have a typical sales ring and at time seem lacking in substance. However, in fairness the author has an ability to break down all aspects of customer success into the simplest of terms so all readers can understand. It is mainly a book for front-line staff rather than managers looking how to design, measure or manage quality from an organizational standpoint.

To longtime sales and customer-service pro Jeffrey Gitomer, boasting about a near-perfect customer-satisfaction rating of 97.5 percent is a major mistake. “That means 2.5 percent of your customers are mad and they’re telling everyone. And 97.5 percent of your customers will shop anyplace the next time they go to market for your product or service.” Based on a philosophy that’s been developed through his syndicated business columns and the more than 150 seminars that he gives each year to companies such as Radisson, Sony, NationsBank, and Time Warner Cable, the book outlines his formula for making customers so faithful they “will fight before they switch–and they will proactively refer people to buy from you.” Regularly employing oversized type in screaming bold fonts to grab the reader’s attention, Gitomer breathlessly recounts his start-to-finish approach to becoming “memorable” to consumers along with illustrative tales of his own encounters with particularly egregious examples of poor service. All of this is bolstered by an ongoing sampling of his inspirational quips and a variety of self-evaluating quizzes designed to pinpoint individual strengths and weaknesses. Take a deep breath, read it straight through, and prepare to delight thy customer!

This book is ideal for managers and employees interested in customer service and building loyalty. It is a simple, practical read full of exercises and key takeaways at the end of each chapter.