Customer Loyalty A Guide for Time Travellers

The authors argue that the best strategic approach for a company or organization is to regard customer loyalty as a continuing response to changes in society and that this perspective is often neglected in favour of shorter term considerations. They present a new approach that builds upon social and economic research to provide practical guidelines.

Sionade Robinson and Lyn Etherington are co-founders of the services excellence consultancy, Cape Consulting.

List of figures and tables

x

Preface

xi

What do customers want?

1

(21)

The customer's desire to be loyal

1

(1)

Why merely satisfying customers isn't enough

2

(2)

The need to impress customers

4

(1)

Understanding what customers want

5

(2)

Understanding customer behavior

7

(2)

Modeling customer expectations

9

(2)

The primacy of customers' feelings

11

(1)

The new age of customer loyalty

12

(1)

How needs shape customer behavior

12

(1)

Three needs: an overview

13

(6)

Meeting and managing customer needs

19

(3)

Lessons in customer loyalty from the past

22

(25)

First steps in exploring customer loyalty in the past

22

(2)

Customer loyalty in the nineteenth century

24

(1)

The realities of nineteenth-century life

25

(5)

The rise to prominence of food brands in the mid-nineteenth century

30

(1)

The emergence of the product brand

31

(6)

The growth in importance of food and drink brands during the twentieth century

37

(5)

Developments in customer loyalty since the nineteenth century

42

(1)

Conclusion

43

(1)

Appendix

44

(3)

New customers, new challenges

47

(25)

A nineteenth-century model for winning customer loyalty

48

(1)

A brief history of time travel

49

(3)

Modern expectations of customer service

52

(1)

Why the service ethic has deteriorated

53

(1)

Trends and fads and their impact on customer demand

54

(2)

The driver of change

56

(14)

Summary

70

(2)

The benefits of winning customer loyalty

72

(22)

Do customers want to be loyal?

72

(2)

The crucial importance of the lifetime value of a customer

74

(1)

More about the commercial benefits of offering customer loyalty

75

(1)

Great customer service and cost

76

(6)

Delivering on the customer service promise

82

(4)

The right approach to managing customer-facing staff

86

(2)

Great customer service in the business-to-business world

88

(6)

Customer loyalty and service brands

94

(13)

The promise offered by the brand

94

(1)

Product brands

94

(2)

Service brands

96

(6)

The pressing need for clarity

102

(3)

Service brands and customer loyalty

105

(2)

The one question that really matters

107

(18)

Roberto---the customer loyalty guru

107

(3)

The emotional links between customer loyalty and friendship

110

(5)

The Loyalty Effect

115

(4)

Winning recommendations through loyalty-building experiences (LBEs)

119

(3)

The origin of LBEs

122

(3)

The loyalty-building experiences take center stage

125

(22)

The crucial importance of loyalty-building experiences (LBEs)

125

(1)

Loyalty-building experience 1: ``It's easy to access someone who can help.''

126

(2)

Loyalty-building experience 2: ``I spoke to a person who appeared/sounded positive and eager to help.''

128

(3)

Loyalty-building experience 3: ``The person I spoke to listened well to what I had to say.''

131

(2)

Loyalty-building experience 4: ``I felt I had enough time and did not feel rushed.''

133

(4)

Loyalty-building experience 5: ``I got a chance to ask any questions I had.''

137

(3)

Loyalty-building experience 6: ``The person I spoke to seemed to have a good knowledge of what he/she was talking about.''

140

(1)

Loyalty-building experience 7: ``The person I spoke to at the organization really gave me the impression that he/she enjoyed speaking to me.''

141

(4)

Loyalty-building experience 8: ``The interaction was concluded to my complete satisfaction.''

145

(1)

Conclusion

145

(2)

Making loyalty-building experiences happen

147

(11)

Facing up to the challenge

147

(1)

Creating clarity

148

(1)

Creating ``climate''

148

(1)

Creating consistency

148

(1)

John Willmott, Norwich Union Insurance

149

(9)

The future

158

(10)

Increasing importance of women as customers

159

(1)

Increasing importance of older customers

160

(1)

Increasing importance of cause-related marketing

160

(1)

Increasing importance of one-person households

160

(1)

Increased emphasis on individual delivery of service

160

(1)

The need to find customers who value what you do

161

(1)

The ever-increasing importance of winning more promoters and reducing the number of detractors

162

(1)

The increasing role of self-service in customer loyalty

162

(2)

The increasing need to recapture the personalized service of the past

164

(2)

Increasing difficulty of making unsolicited sales to customers

166

(1)

Increasing opportunities for organizations to exploit customer desire to ``belong'' to organizations with an excellent reputation

166

(1)

The need to make the most of existing customers

167

(1)

Summary of key points

168

(2)

Bibliography

170

(2)

Index

172

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Customer Loyalty A Guide for Time Travellers

Summary

Author Biography

Table of Contents

Supplemental Materials