The average company loses 20% of its customers a year. But most managers don't realise that retaining a mere 5% of these defectors could boost profits enormously. Why? Because loyal customers spend more, refer new customers, and are less costly to deal with. This book spells out an exciting new approach to achieving zero defections. A follow-up to "Keeping Customers For Life" (also available from Management Books 2000) it focuses companies on their single greatest asset - loyal customers - and shows how they can: measure customer defections; interview defectors; use "recovery" strategies to bring customers back; listen to customers in order to prevent defections; use information gained from defectors to improve products or services. Joan Cannie is the author of "Keeping Customers For Life".
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Cannie ( Keeping Customers for Life ) asserts that "loyal customers spend more, refer new customers, and cost less to do business with than new customers." Yet the average American business loses 20% of its customers each year, losing hundreds of millions of dollars in profits. Can anything be done to stop the hemorrhaging, develop more effective customer service procedures and, as the author wonders, "turn lost customers into gold"? In this useful guide, Cannie, founder of Learning Dynamics, develops effective procedures to regain lost customers through benchmarking, collecting data, analyzing defections and interviewing defectors. Once a realistic retention program is in place, Cannie describes the procedures a company should initiate to keep clients loyal, including removing communication barriers and resolving complaints. Her use of questionnaires, case studies and telephone marketing techniques enriches a book filled with concrete suggestions. Fortune Book Club alternate.
Copyright 1993 Reed Business Information, Inc.
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Descripción AMACOM, 1993. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería M0814451101
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