Taming the Search-and-switch Customer
Earning Customer Loyalty in a Compulsion-to-compare World
By: Jill Griffin
Published: March 23, 2009
ISBN: 9780470345047
Format: Hardcover, 256pp
Publisher: Jossey-Bass Inc Publishers
"'I Googled it.' Those words describe the game-changing customer behavior that is rewriting the rules for winning customer loyalty", writes customer loyalty expert Jill Griffin in her eye opening and practical book
Taming the Search-and-switch Customer: Earning Customer Loyalty in a Compulsion-to-compare World. The author pulls no punches when describing how and why customers defect to the competition, and shares ideas for building trust that keeps loyal customers for life.
Jill Griffin recognizes the power of the internet, and search engine giant Google in particular, as leveling the playing field between companies large and small, and across wide geographic spaces. The ubiquitous search empowers customers to seek out better pricing, more personalized service, and greater benefits from a multitude of competitive options. The ease of search, and of switching to another business vendor, has turned the consumer into a hunter of the best deals, service, and features for every product and service. Jill Griffin demonstrates how to prevent defections of your customers to your competitors through building deeper trusting relationships and stronger brand loyalty.
Jill Griffin (photo left) understands how and why customers seek out alternatives. As a result, she provides powerful techniques to not only retain customers, but to build the brand, and to create customer evangelists. One of the primary concepts Jill Griffin proposes is differentiation from the pack. With seemingly unlimited consumer choice, the customer's decision making process is blurred by similarities between products and services on offer. A routine search on Google will often return a list of companies that differ little from one another in terms of price, product, or service. By creating a different company, with a distinct brand identity, a business can not only attract new business, but keep current customers from switching to generic looking competitors.
For me, the power of the book is its practical approach to solving the problem of lost customers. The solutions presented are based, to a large degree, on the solid foundation of superior customer service, empowered employees, and nurturing deep relationships. Simple yet crucial ideas including listening to customers and really hearing what they have to say, acknowledging problems when they happen, and delivering on promises are not new. In fact, they are long standing customer oriented concepts, that have a new found importance in an age of instant switching opportunities. With the observed decline in customer service over the years, a business that shows genuine concern for the needs of its clients, will stand out in the crowded marketplace.
I highly recommend the essential customer loyalty building guide
Taming the Search-and-switch Customer: Earning Customer Loyalty in a Compulsion-to-compare World by Jill Griffin, to any business person seeking to enhance their customer loyalty through building deeper relationships, a stronger brand, and differentiation from the industry competition.
Read the useful step by step concepts found in
Taming the Search-and-switch Customer: Earning Customer Loyalty in a Compulsion-to-compare World by Jill Griffin, and never experience the pain and frustration of switching customers again. The only experiences your business will have, with customers who change vendors regularly, will be finding them added to your own loyal customer and client list.
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