Who Stole My Customer?? by Thompson, Harvey -- Read -- Imperial Library of Trantor

Index

About This eBook Title Page Copyright Page Dedication Page Contents Acknowledgments About the Author Preface Introduction Part I: The Case for Action: Customer Defection

1. When Prior Strengths Become Your Weaknesses 2. When the World Changes and You Do Not 3. When Customers Leave

Part II: Understanding Loyalty: A Pie Pan of Needs

4. Product versus Service Slices

Basic Drivers of Customer Loyalty

5. Customer Segmentation and Targeting

Part III: Integrating Two Views: Opportunity versus Risk

6. Opportunity: The Customer View 7. Risk: The Company Culture

Part IV: The Winning Customer Experience

8. What They Want: Ten Myths About Your Customers

Myth 1: Our Customers Want the Lowest Price—Period Myth 2: We Know What Our Customers Want (or Don’t Want) Myth 3: Customers Cannot Envision What Does Not Exist Myth 4: Customers Do Not Want to Be Telephoned at Home—Always Myth 5: Customers Do Not Want to Be Sold to When They Telephone for Service Myth 6: Customers Do Not Want to Give Us Information about Themselves Myth 7: Customers Who Call Hate to Be Transferred Myth 8: An Apology Is Never Enough (So We Don’t Do It) Myth 9: Our Customers and Their Needs Are Unique Myth 10: We Know What Our Customers Need (Not Want...Need)

9. What They Need: Solutions

Lack of Courtesy: First Among the Major Drivers of Defection Competence: Typically Second Among Drivers of Defection A Rising Expectation: Knowledgeable Point of Contact A Simple-Sounding Expectation: Responsiveness The Ultimate Want: Tailored and Personalized Offerings The Ultimate Need: A Solution—Not a Product, Not a Service

10. The Next Strategic Leap: Company and Customer Co-Innovation 11. What You Must Do: Institutionalize Loyalty

Lesson 1: A Case for Action and Buy-In (vs. Lack of Urgency and Inertia!) Lesson 2: Actionable Customer Input (vs. “We Know What Customers Want!”) Lesson 3: Enterprise-Wide Executive Ownership (vs. “Optimize My Silo!”) Lesson 4: Cultural Transformation and Teaming (vs. “Knowledge Is Power!”) Lesson 5: Customer-Activated Management System (vs. a Co-Innovation Initiative!) Summary

Epilogue: Who Stole My Customer?? Index

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