The Lifebelt: The Definitive Guide to Managing Customer Retention

Contents......Page 8
Why Retain Customers?......Page 14
Reasons for Change......Page 15
Loyal Customers......Page 16
Types of Loyalty......Page 17
The Customer Service Integration Framework......Page 19
Customer Focus......Page 20
Reward Loyalty......Page 21
Success Builds Mutual Trust......Page 22
Service Delivery......Page 23
Trust......Page 24
Measurement......Page 25
Continuous Improvement......Page 26
Internal Communications......Page 27
Managers – Responsibility and Leadership......Page 28
Continuous Improvement in Action......Page 29
Summary......Page 30
The Role of the Top 10% of Customers......Page 32
The Expense of Attracting New Customers......Page 35
Loyalty-Based Customers......Page 36
Example......Page 38
Establish Minimum Thresholds......Page 39
Customer Views......Page 40
The Derived Approach......Page 42
Where are the Answers?......Page 43
What are the Real Market Drivers?......Page 45
'Neutrals' are Fair Game for the Competition......Page 50
Utilize Your Middle Managers......Page 54
Summary......Page 55
Reasons for Building Long-Term Customer Loyalty......Page 56
Customer Segregation and Behaviour......Page 58
Nothing in Business Remains Static......Page 59
Why would a Competitor Target your Customers?......Page 60
Good Customer Segmentation......Page 61
Types of Segments......Page 62
Segment Usability......Page 64
Dimensions of Brand Relationship Quality......Page 65
Evaluating Segmentation Alternatives......Page 67
What Motivates a Consumer to Buy?......Page 68
What Happens Inside the Mind of the Client?......Page 70
How do Customers Feel about Shopping?......Page 81
Summary......Page 82
3 Customer Focus......Page 84
Developing and Fostering a Service Culture......Page 85
Unfreezing......Page 87
Gaining Top Management Support......Page 89
Fostering a Service Culture......Page 91
Segmenting International Markets......Page 93
Choosing Customers......Page 94
Recognize and Reward Loyal Customers......Page 104
Monitoring Performance......Page 106
Summary......Page 113
4 Processes and Systems......Page 116
Process Reviews and Improvement......Page 118
Identifying Key Processes......Page 120
Process Review......Page 122
Loyal Staff Equal Loyal Customers......Page 126
Business Process Re-engineering......Page 127
Quality Management System Specifications......Page 128
Quality Assurance Systems......Page 129
Service Standards......Page 134
Management's Understanding of Customers' Expectations......Page 136
Summary......Page 137
5 Employee Involvement......Page 138
Recruitment......Page 139
Job Title......Page 141
Choosing Frontline Staff......Page 142
Employee Audits......Page 143
Building Trust......Page 144
Empowerment......Page 145
Whom to Empower?......Page 146
The Team Approach......Page 147
How to Nurture Good Teams......Page 150
Involving Employees......Page 151
Performance Agreements......Page 152
Listening to Employees......Page 153
Performance Indicators......Page 155
Benefits of an Appraisal System......Page 156
Setting Targets......Page 157
Reward and Recognition......Page 158
Recognition is Reward, Reward is Recognition......Page 159
Exit Interviews......Page 161
Summary......Page 162
6 Training and Development......Page 164
Employees are Assets......Page 165
The Rate of Change......Page 166
Stage 1 – Forming......Page 168
Stage 2 – Storming......Page 169
Stage 4 – Performing......Page 170
Competence-Based Training......Page 171
Measuring Results......Page 172
Service Quality Training......Page 174
Teamwork Training......Page 175
Play Fair......Page 176
Coaching......Page 178
The Coaching Process......Page 179
Just-in-Time Training......Page 180
How is the Person at the Top Affected?......Page 181
Summary......Page 182
7 Measurement......Page 186
Measuring Customer Reaction......Page 188
Innovation......Page 190
Measuring People......Page 192
Thresholds......Page 198
Managers as Judge and Jury......Page 199
Measurement and Response to Change......Page 202
Production Processes......Page 203
Repeat Measurements......Page 204
Improved Performance Raises Expectations......Page 206
Summary......Page 208
Introduction......Page 210
Teamwork Takes the Strain......Page 211
Problems Become Opportunities......Page 212
Starting and Maintaining a Service Quality Initiative......Page 213
Outside Suppliers......Page 215
Ethical Distortion of Customer Segments......Page 216
Benchmarks......Page 218
The Benchmarking Tool......Page 220
Field Leaders and Their Recipes for Success......Page 222
Measuring Continuous Improvement......Page 223
RADAR Scoring Matrix......Page 225
Commitment from all Employees......Page 226
The Domino Effect......Page 227
Cost-Effective Captivity......Page 228
Summary......Page 229
9 Communications......Page 232
The Ongoing Role of Management......Page 236
Leadership is the Key......Page 237
What are Communications?......Page 238
Is Every Communication Necessary?......Page 240
Make it Easy for Two-Way Communications......Page 241
Communications in a Multicultural Society......Page 242
Team Briefings......Page 244
Keeping it Simple......Page 247
Keep the Door Open to Doubters......Page 248
Summary......Page 249
10 Leadership......Page 252
The Role of Top Management......Page 253
Changing Attitudes......Page 254
Improving Leaders' Quality and Competence......Page 259
Training Leaders to Improve......Page 260
Managers Lead Leaders......Page 261
Summary......Page 267
A Case Study: N.G. Bailey & Co. Ltd......Page 270
Step 2......Page 273
Step 3: Quantitative Research......Page 275
Step 4: Analysis of the Findings......Page 276
Step 6: Appointing Factor Owners......Page 277
Step 8: Culture Change......Page 279
Step 9: Finalizing the Strategy Document......Page 281
Step 10: Roll-Out Schedule......Page 292
Bibliography......Page 294
C......Page 300
E......Page 301
K......Page 302
P......Page 303
S......Page 304
Z......Page 305