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Increasing Customer Loyalty: Expert Advice on Making Your Customers Loyal and Profitable
DIAMOND
RATING
RATING
Various Authors, Harvard Business Review Press, 2011
Senteo’s Review 
Increasing Customer Loyalty is one of a series of anthologies of Harvard Business Review articles. The authors of the 9 articles provide a collection of best practices for making your customers loyal, translating this into profitability. The articles include:
- Stop Trying to Delight Your Customers, Dixon, Freeman, and Toman
- Companies and the Customers Who Hate Them, McGovern and Moon
- The One Number You Need to Grow, Reichheld
- Putting the Service-Profit Chain to Work, Heskett, Jones, Loveman, Sasser, and Schlesinger
- The Mismanagement of Customer Loyalty, Reinartz and Kumar
- CRM Done Right, Rigby and Ledingham
- Diamonds in the Data Mine, Loveman
- Want to Perfect Your Company’s Service? Use Behavioral Science, Chase and Dasu
- Best Face Forward, Rayport and Jaworski
The authors present information on areas such as turning angry customers into advocates, focus on profitable customers, investing in CRM, customer data mining, and increasing the lifetime value of your customers.
This book provides articles from some of the leading names in customer loyalty. The article by Dixon, Reeman and Toman provides some interesting findings on how delighting customers does not always translate into customer loyalty. The McGovern and Moon article provides some interesting research on the banking industry and how customers despise them. Other works, such as Reichheld’s, are covered in more detail in books reviewed by Senteo (see The Ultimate Question 2.0).
While useful from a research perspective, the articles are by nature narrow in perspective, but taken together provide a good variety of views.
How do you keep your customers coming back-and get them to bring others? If you need the best practices and ideas for making your customers loyal and profitable–but don’t have time to find them–this book is for you. Here are nine inspiring and useful perspectives, all in one place. This collection of HBR articles will help you:
- Turn angry customers into loyal advocates
- Get more people to recommend you
- Boost customer satisfaction by satisfying your employees
- Focus on profitable customers–whether they’re loyal or not
- Invest in the right CRM technology for your business
- Mine customer data for more effective marketing
- Increase your customers’ lifetime value
This book provides useful research perspectives on the subject of customer loyalty.
Senteo Subject Category
This book presents 9 research articles on the subject of customer loyalty from differing perspectives.
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Michael Ruckman, President & CEO of Senteo talks about Customer Contacts, Experiences, and Journeys in this fast moving presentation from the MECS+R Congress in 2021 in Dubai.
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
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