Customer Loyalty: A Guide for Time Travellers

Cover......Page 1
Contents......Page 8
List of figures and tables......Page 11
Preface......Page 12
The customer's desire to be loyal......Page 18
Why merely satisfying customers isn't enough......Page 19
The need to impress customers......Page 21
Understanding what customers want......Page 22
Understanding customer behavior......Page 24
Modeling customer expectations......Page 26
The primacy of customers' feelings......Page 28
How needs shape customer behavior......Page 29
Three needs: an overview......Page 30
Meeting and managing customer needs......Page 36
First steps in exploring customer loyalty in the past......Page 39
Customer loyalty in the nineteenth century......Page 41
The realities of nineteenth-century life......Page 42
The rise to prominence of food brands in the mid-nineteenth century......Page 47
The emergence of the product brand......Page 48
The growth in importance of food and drink brands during the twentieth century......Page 54
Developments in customer loyalty since the nineteenth century......Page 59
Conclusion......Page 60
Appendix......Page 61
3 New customers, new challenges......Page 64
A nineteenth-century model for winning customer loyalty......Page 65
A brief history of time travel......Page 66
Modern expectations of customer service......Page 69
Why the service ethic has deteriorated......Page 70
Trends and fads and their impact on customer demand......Page 71
The driver of change......Page 73
Summary......Page 87
Do customers want to be loyal?......Page 89
The crucial importance of the lifetime value of a customer......Page 91
More about the commercial benefits of offering customer loyalty......Page 92
Great customer service and cost......Page 93
Delivering on the customer service promise......Page 99
The right approach to managing customer-facing staff......Page 103
Great customer service in the business-to-business world......Page 105
Product brands......Page 111
Service brands......Page 113
The pressing need for clarity......Page 119
Service brands and customer loyalty......Page 122
Roberto—the customer loyalty guru......Page 124
The emotional links between customer loyalty and friendship......Page 127
The Loyalty Effect......Page 132
Winning recommendations through loyalty-building experiences (LBEs)......Page 136
The origin of LBEs......Page 139
The crucial importance of loyalty-building experiences (LBEs)......Page 142
Loyalty-building experience 1: "It's easy to access someone who can help"......Page 143
Loyalty-building experience 2: "I spoke to a person who appeared/sounded positive and eager to help"......Page 145
Loyalty-building experience 3: "The person I spoke to listened well to what I had to say"......Page 148
Loyalty-building experience 4: "I felt I had enough time and did not feel rushed"......Page 150
Loyalty-building experience 5: "I got a chance to ask any questions I had"......Page 154
Loyalty-building experience 6: "The person I spoke to seemed to have a good knowledge of what he/she was talking about"......Page 157
Loyalty-building experience 7: "The person I spoke to at the organization really gave me the impression that he/she enjoyed speaking to me"......Page 158
Conclusion......Page 162
1. Facing up to the challenge......Page 164
4. Creating consistency......Page 165
John Willmott, Norwich Union Insurance......Page 166
9 The future......Page 175
Increasing importance of women as customers......Page 176
Increased emphasis on individual delivery of service......Page 177
The need to find customers who value what you do......Page 178
The increasing role of self-service in customer loyalty......Page 179
The increasing need to recapture the personalized service of the past......Page 181
Increasing opportunities for organizations to exploit customer desire to "belong" to organizations with an excellent reputation......Page 183
The need to make the most of existing customers......Page 184
10 Summary of key points......Page 185
Bibliography......Page 187
E......Page 189
N......Page 190
W......Page 191