Build Your Customer Strategy: A Guide to Creating Profitable by James G. Barnes

By James G. Barnes

''The shopper relationships corporation is ready to domesticate characterize crucial asset that would by no means seem on its stability sheet.''
-From bankruptcy 1 of construct Your client Strategy

Build Your patron procedure: A consultant to making ecocnomic purchaser Relationships spells out how you can create ecocnomic and lasting consumer relationships. It demystifies developing the good consumer experience-something that everybody appears conversing approximately those days-by exhibiting you the way to strategy ''experience'' in methods your rivals have not even concept of.

Praise for construct Your consumer approach: A consultant to making ecocnomic consumer Relationships

''Jim Barnes has written a down-to-earth, hugely readable booklet that takes you thru genuine examples with concrete rules you should use at the present time. truth is, consumers are the single income, and Jim can help your organization construct the tactic to develop the price of every purchaser on your company, by means of ensuring your company turns into extra worthwhile to every customer.''
-Don Peppers and Martha Rogers, PhD coauthors, the single to 1 destiny and go back on Customer

''Jim Barnes is in a category via himself as a guru who really knows shopper relationships from the customer's standpoint. learn construct Your patron procedure if you find yourself able to stream earlier slogans and technology-based CRM tasks to create genuine consumer fairness and long term profitability.''
-Bob Thompson, CEO CustomerThink Corp., and founder, CRMGuru.com

''Build Your buyer procedure is the e-book for leaders devoted to making actual connections with consumers. Jim is going past traditional pondering to assist companies comprehend, create, and enforce a method that might lead to the kind of long term dependable clients every body wants-the ones who deliver their family members and friends.''
-Anne Lockie, govt vice chairman, revenues Canadian own and company consumers, RBC Royal Bank

''Excellent analyzing. Jim Barnes brings a fresh standpoint to customer support, loyalty and the significance of long term, sustainable buyer relationships. Insightful and extremely educational.''
-Stephen Foster, Senior vp, Operations Starwood resorts & hotels around the world, Inc

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Extra resources for Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships

Sample text

They can introduce no-hassle returns policies, provide customers with detailed information on the product, or offer 24-hour service. They can arrange to provide routine service on a customer’s car while she is out of town so that she won’t be inconvenienced by not having it when she needs it. By taking steps to put such systems and policies in place, you begin to add value for the customer and to set your firm apart from the competition. Level 3: Getting It Right There is little point in putting in place systems, policies, and procedures unless they are implemented as intended.

In other words, we have to look for ways to make an emotional connection with customers whose attraction to the company and the rationale for their coming back to buy again has been largely functional. Is it possible to establish an emotional connection with everyone or to bring all of the functionally loyal over to the emotionally loyal camp? Of course not. There are those whose response is “Get serious; it’s a supermarket, for heaven’s sake. ” As one banking customer eloquently observed, “I don’t want a friend.

Qxd 07/11/06 03:10 PM Page 19 SATISFACTION IS FUNCTIONAL, LOYALTY IS EMOTIONAL 19 customers consider acceptable, they experience satisfaction or dissatisfaction. Thus, the generally acknowledged way to impress customers and to contribute to satisfaction is to at least meet expectations relating to the quality of the product or service. But customers also hold a set of expectations that are subconscious, that are activated only when certain events occur. These are passive expectations that are not usually thought of because they have become permanently encoded into the customer’s view of the firm.

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