Customer loyalty - Jill Griffin

"Both the front–line salesperson concerned with a single customer and the senior manager responsible for the organization–wide sales and marketing strategy will find Griffin's Profit Generator system a useful process for building a base of consistently profitable customers." Quality DigestStudies show that customer satisfaction does not equate with continued sales. While satisfied customers are essential, it is the loyal customer who resists a competitor's discount offers, saves a company advertising and promotion dollars, recommAnds a product or service to others, and boosts a company's internal morale.This pragmatic guide to achieving customer loyalty outlines a savvy seven–step process for turning prospects into customers and customers into loyal advocates. Presenting detailed case studies from a Florida picture framer and Nebraska travel agent to Home Depot and Sharp Electronics Griffin shares her trademarked Profit Generator system, a step–by–step approach to pricing, value, positioning, and targeting designed to systematically move customers up the loyalty ladder. With real–world detail, she also shows how to win back inactive customers and develop a loyalty–driven corporate culture.