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Tables of Contents for Seven Power Strategies for Building Customer Loyalty
Chapter/Section Title
Page #
Page Count
Preface
xi
An Important Message to Readers
xiii
Getting from Good Intentions to a Strategy
1
24
The Way It Is
1
1
The Disconnection between Service Intentions and Reality
2
1
How Companies Go Wrong
3
11
The Payoff for Implementing Your Loyalty Strategy
14
3
Worksheets: Getting from Good Intentions to a Strategy
17
8
Strategy 1: Identify Customer Turnoffs
25
19
The Way It Is
25
1
What Turns Customers Off?
26
1
Value Turnoffs Make Customers Feel Shortchanged
27
2
Systems Turnoffs Inconvenience Customers
29
2
People Turnoffs Make Customers Feel Discounted
31
1
Self-Evaluation: What Behaviors Should Be Taboo?
32
1
Reducing Customer Turnoffs Is the Best Advertising
33
1
The Cost of the Lost Customer
34
4
Self-Evaluation: Applying the Mrs. Williams Example to Your Company
38
2
Worksheet: Checking Your Employees' Attitudes about Customer Turnoffs
40
4
Strategy 2: Recover Dissatisfied Customers
44
22
The Way It Is
44
1
Service Glitches Are Opportunities
45
1
Make It Easy for Customers to Complain
46
3
Self-Evaluation: What Are Your Feelings about Dealing with Difficult Customers?
49
1
How You Can Best Act upon Complaints
50
4
How Should You Handle the Occasional Customer from Hell?
54
2
What You Should Do about Complaint Letters
56
1
Be Assertive but Not Abrasive
57
1
Be Watchful to Catch Complaints Before They Happen
58
1
Create a Feedback Log
59
1
Openness to Feedback
59
2
Self-Evaluation: Feedback Receptiveness
61
2
Worksheets: Recovering Dissatisfield Customers
63
3
Strategy 3: Create Positive Imbalance with Customers
66
19
The Way It Is
66
1
The Role of Balance in Relationships
67
1
The Customer's ``Zone of Indifference''
68
1
The Crucial Role of Customer Anticipation
69
1
Self-Evaluation: Identify Core Anticipations
70
3
The Concept of A-Plus
73
1
Why A-Plus Leads to Customer Retention
73
3
Putting the A-Plus Strategy to Work
76
4
Self-Evaluation: Set Greater Expectations
80
1
Exceeding What Customers Anticipate
80
3
Worksheet: Creating Positive Imbalance
83
2
Strategy 4: Give Customers A-Plus Value
85
26
The Way It Is
85
1
A-Plus Value: What It Is
86
1
How to Create an Enhanced Sense of Value
86
3
Build A-Plus Value with Packaging
89
2
Build A-Plus Value with Guarantees and Warranties
91
1
Build A-Plus Value with Goodness of Product Fit
92
3
Build A-Plus Value with Memorable Experiences
95
1
Build A-Plus Value with Uniqueness and Shared Values
96
1
Build A-Plus Value with Credibility
97
2
Build A-Plus Value with Add-Ons
99
2
Self-Evaluation: How Are You Building A-Plus Value?
101
2
Worksheets: Giving Customers A-Plus Value
103
8
Strategy 5: Give Customers A-Plus Information
111
20
The Way It Is
111
2
A-Plus Information: What It Is
113
1
Self-Evaluation: What Are the Informational Components?
114
1
The Special Demands of E-Commerce
114
1
How to Produce A-Plus Information
115
5
Make Key Information Easily Accessible with Graphics and Icons
120
2
A-Plus Information in E-Commerce
122
2
How to Measure Your A-Plus Information Efforts
124
1
Self-Evaluation: A Customer Communication Audit
124
2
Worksheets: Giving Customers A-Plus Information
126
5
Strategy 6: Show Customers A-Plus Personality
131
34
The Way It Is
131
1
A-Plus Personality: What It Is
132
1
Human Communication Principles Affecting Personality
133
1
How to Project A-Plus Personality
134
1
Build A-Plus Personality by Treating Customers like Guests
135
3
Build A-Plus Personality by Developing Rapport
138
3
Build A-Plus Personality by Creating a Communication Circle
141
3
Build A-Plus Personality with Good Telephone Techniques
144
1
Build A-Plus Personality by Enjoying People
145
1
Self-Evaluation: How Does Your Personality Measure Up?
146
1
Build A-Plus Personality with Organizational Culture
147
7
Build A-Plus Personality by Developing and Rewarding Employees
154
2
A Final Thought
156
1
Self-Evaluation: Measure Your A-Plus Personality Efforts
157
2
Worksheets: Showing Customers A-Plus Personality
159
6
Strategy 7: Give Customers A-Plus Convenience
165
16
The Way It Is
165
1
A-Plus Convenience: What It Is
166
2
How to Produce A-Plus Convenience
168
5
Simplify the Product
173
1
Self-Evaluation: Measure Your A-Plus Convenience Efforts
174
1
A Final Thought
175
2
Worksheets: Giving Customers A-Plus Convenience
177
4
Actualizing the A-Plus Customer Loyalty Strategy
181
26
The Way It Is
181
1
Self-Evaluation: Some Potentially Disquieting Questions Managers Need to Answer
182
1
The Functions of Management in Building Customer Loyalty
183
1
Planning an A-Plus Strategy
184
4
Organizing and Staffing for Loyalty Building
188
4
Leading and Motivating
192
2
Controlling and Evaluating Results
194
1
Harvesting A-Plus Ideas
195
3
A Quick Summary: Seven Tasks to Initiate and Sustain the A-Plus Customer Loyalty Strategy
198
2
A Final Thought
200
2
Worksheets: Actualizing a Customer Loyalty Strategy
202
5
Appendix A: Sample Generic Consulting Proposal
207
4
Appendix B: A Quick Review of the Seven Power Strategies
211
6
Index
217