Creating customer loyalty : build lasting loyalty using customer experience management / Chris Daffy.
Develop the skills to design and implement a sustainable customer loyalty improvement programme in your organization and be rewarded with increased market share, improved sales and enhanced profitability.
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Full Text (via Skillsoft) |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Kogan Page,
2019.
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Table of Contents:
- Cover; Contents; Preface; 01 An introduction to the concept of customer loyalty management; It's all about loyalty; Customers have changed; The flawed 'golden rules' of service; The impact of customer loyalty accounts; Strategic ways to influence and build customer loyalty; The systematic approach to continuous improvement (borrowed from system thinking); What are the likely outcomes for success?; It needn't cost more to deliver great service; Loyal customer behaviours; Action checklist
- 02 Focusing on things that enable and enhance customer loyalty and avoiding or removing those that disable itFocusing on what matters; Leadership commitment and style; Organizational structure and focus; Hiring the right people and avoiding the wrong people for service; Helping the right people become the best they can be; The impact of organizational culture
- how it affects employee engagement; Conclusion; Action checklist; 03 The essential elements for success in customer loyalty management; How the brain works; Encouraging a balanced brain approach
- Identifying and analysing the standard, sensory and subtle clues that can influence customer loyaltyCustomer experience journey mapping; The last stage
- action planning; Conclusion; Action checklist; 04 Identifying, understanding and managing customer expectations; The expectation opportunity; Customer expectation management
- why expectations really matter; Levels and types of expectation; Proactive expectation management; Preventing the problem expectations
- the proven loyalty killers; Conclusion; Action checklist
- 05 Critical customer experience management techniques
- creating positive experiencesThe experience opportunities; The experiences with the biggest impact on loyalty; First/top/tail experiences analysis; Before/during/after experiences analysis; Creating terrific Wow experiences; Wow examples; Terrific Wow experience outcomes; Conclusion; Action checklist; 06 Critical customer experience management techniques
- eliminating negative experiences; Turning negatives into positives; Eliminating terrible Ouch experiences; Why we want customers to complain
- Dealing with unhappy and complaining customersThe professional approach to professional complainers; Terrible experience outcomes; Recovery and Dazzling Recovery techniques; Recovery examples; Recovery experience outcomes; Conclusion; Action checklist; 07 Creating and managing the memories that influence customer loyalty; Making memories; How memory works; Types of memory; How memory is manipulated and managed
- creating loyalty-building memories; Using a customer memory planning chart; Turning positive memories into loyalty habits; Creating, breaking or changing a habit