Up the Loyalty Ladder: Turning Sometime Customers into Full-Time Advocates of Your Business

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9780887307867: Up the Loyalty Ladder: Turning Sometime Customers into Full-Time Advocates of Your Business

Up the Loyalty Ladder: Turning Some-Time Customers into Full-Time Advocates for Business

Frequent flyer programs. Customer service 800 numbers answered by people, not recordings. "Preferred shopper" cards. More and more companies are shaping their marketing efforts around one goal-increasing the loyalty of every person with whom they do business. Because it costs five times as much to sell to a new customer as to sell to a customer one already has, increased loyalty means increased profits and the promise of continued growth. In Up the Loyalty Ladder: Turning Some-Time Customers into Full-Time Advocates of Your Business, Neil and Murray Raphel show how a customer service emphasis can position your business well ahead of the competition.

Drawing on their own experience as successful retailers and as marketing consultants to both large and small companies, the authors provide a step-by-step plan for developing a solid group of people who buy frequently, buy in quantity, and contribute mightily to a business by spreading the "good word" about a store or company to friends, neighbors, and colleagues. They identify the five levels of the "loyalty ladder"-Prospects (people who may be interested in purchasing goods or services), Shoppers, Customers, Clients, and the highest goal, Advocates-and describe in detail how to move people from one rung to the next.

Covering everything from writing ads that grab the attention of the best prospects, to organizing mail and telemarketing campaigns that will hit the "hot button" with just the right customers, to performing special services that guarantee the "word-of-mouth" enthusiasm of advocates, Up the Loyalty Ladder covers both the basics and the "fine touches" that help entrepreneurs identify, reach, and satisfy the population that will bring them the most business year in and year out. Interviews with successful business people and anecdotes and examples drawn from the marketplace bring these ideas to life. Readers will learn:

How the Kabuki 8 Theater became the highest-grossing theater in San Francisco by initiating such no-cost or low cost benefits as advance ticket sales, validated parking, free popcorn one night a week, a variety of movie choices, and more.

How simple thank-you notes, reminders of special occasions (birthdays, anniversaries, Father's Day or Mother's Day) or follow-up suggestions for a new item that will enhance the pleasure of previous purchase, help local businesses like shoe stores, florists, and clothing stores compete with the impersonal mall giants.

How Hanna Anderssen, who discovered an unfilled niche for quality children's clothing, created a $46 million mail order business by designing a distinctive catalog (complete with fabric samples), sending it to a carefully selected, targeted list, and introducing such innovations as the "buy-back" program which credits customers when they return used clothing. (And, because the clothing is donated to charity, Anderssen also generated the kind of good will that keeps customers coming back.)

How stores like Nordstrom, Stew Leonard's, and Ethan Allen Furniture use "added value" -- the unexpected, unadvertised, unasked for "extra" product or service -- to win the trust, appreciation, and loyalty of the people they do business with.

How the principles and practices of membership clubs developed by airlines and hotel chains can be effectively adapted by smaller businesses.

With its hard-hitting facts about the advantages and disadvantages of common marketing techniques, easy-to-apply lessons on training personnel and maintaining an appealing place of business, and creative ideas for making the most of limited marketing dollars, Up the Loyalty Ladder turns the often elusive concept of "customer service" into a dynamic force for fueling business growth.

ABOUT THE AUTHORS:

Murray Raphel is the author of Customerization, Tough Selling for Tough Times, and Mind Your Own Business. He and his family ran a successful retail clothing business and shopping center for more than 40 years. He and his son, Neil Raphel, an attorney and the president of Raphel Publishing, produce direct mail and marketing campaigns for many different businesses and conduct seminars on "the loyalty ladder" for American Express and other companies around the world. They live in Atlantic City, New Jersey.

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From the Publisher:

A very successful self-published business writer and lecturer reveals his unique, five-step plan for perfecting customer service and turning a business's sometime customers into its greatest advocates.

From Library Journal:

Marketing consultants and seminar leaders who have managed a retail business for over 40 years, the Raphels have written a guide to developing customer advocates: those customers "who tell anyone who will listen how great your business is." Customer advocates, the authors claim, are also responsible for most business sales. Recent books on customer loyalty-Jill Griffin's Customer Loyalty: How To Earn It, How To Keep It (Lexington Bks., 1995) and Joan K. Cannie's Turning Lost Customers into Gold and the Art of Achieving Zero Defections (AMACOM, 1993)-provide a slightly different treatment of the same topic. This book excels by being both chatty and informative. Focusing on retail businesses but equally applicable to service enterprises, it offers numerous case studies and practical guidelines for increasing profits, which will make it a favorite of small-business owners. Strongly recommended for public libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
Copyright 1995 Reed Business Information, Inc.

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Raphel, Murray, Raphel, Neil
Editorial: Harperbusiness (1996)
ISBN 10: 0887307868 ISBN 13: 9780887307867
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Murray Raphel, Neil Raphel
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Raphel, Murray; Raphel, Neil
Editorial: Harperbusiness
ISBN 10: 0887307868 ISBN 13: 9780887307867
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