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Brand Loyalty and Customer Retention Strategy

Author: Nazimudeen Saleem

Publisher:

Published: 2019-08

Total Pages: 172

ISBN-13: 9781086644074

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One of the key objectives of any branding strategy is to attract and retain customers by building customer loyalty. Increasingly though firms employ loyalty card programs to retain the customer although genuine brand loyalty of a customer cannot be expected to be built through such strategies. In this book, Saleem takes a different view about customer loyalty altogether and considers it as a 'product' for exchange. He attempts to commoditize the concept of brand loyalty to sell it to customers. In this regard, it requires the firm to offer something extraordinary in exchange for their long-term relationship. Such offerings are considered different to the traditional exchanges of goods and services for money. The title of the book therefore reflects the deep meaning of the concept of brand loyalty.As a product for exchange, Saleem sees customer brand loyalty as something of an affinity and bonding that comes from the bottom of the heart of customers. Brand loyalty does not pop up suddenly but may takes years to build it up through meaningful relationships. Also, the author believes that brand loyalty as a product has a life-cycle with stages of growth, maturity and decline. Having defined and described brand loyalty in depth, Saleem goes to examine the issues of managing loyalty in order to recruit and retain customers. It requires the firms to build and manage customer brand loyalty by identifying and offering loyalty attributes, he argues. In this regard, study of loyalty management may seem like an investigation into the understanding the concept of marketing orientation and customer relationship. Providing a new market segmentation model based on the attributes of the traditional marketing mix variables substantiates this argument. Moreover, this also helps to measure brand loyalty based on the attributes of customer loyalty and to construct the brand loyalty life-cycle. In a nutshell, this book is about brand loyalty management and, therefore, it is obviously about strategic customer orientation. Although the book takes the reader deeper into measuring the intensity of loyalty and examining the analytical tools, the focus is on developing a customer brand loyalty management strategy. Author believes this will remain an essential book for all marketing professionals. Brand managers, in particular, would find it very useful when it comes to formulating a strategy for brand loyalty management, Saleem believes.

Book Synopsis Brand Loyalty and Customer Retention Strategy by : Nazimudeen Saleem

Download or read book Brand Loyalty and Customer Retention Strategy written by Nazimudeen Saleem and published by . This book was released on 2019-08 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the key objectives of any branding strategy is to attract and retain customers by building customer loyalty. Increasingly though firms employ loyalty card programs to retain the customer although genuine brand loyalty of a customer cannot be expected to be built through such strategies. In this book, Saleem takes a different view about customer loyalty altogether and considers it as a 'product' for exchange. He attempts to commoditize the concept of brand loyalty to sell it to customers. In this regard, it requires the firm to offer something extraordinary in exchange for their long-term relationship. Such offerings are considered different to the traditional exchanges of goods and services for money. The title of the book therefore reflects the deep meaning of the concept of brand loyalty.As a product for exchange, Saleem sees customer brand loyalty as something of an affinity and bonding that comes from the bottom of the heart of customers. Brand loyalty does not pop up suddenly but may takes years to build it up through meaningful relationships. Also, the author believes that brand loyalty as a product has a life-cycle with stages of growth, maturity and decline. Having defined and described brand loyalty in depth, Saleem goes to examine the issues of managing loyalty in order to recruit and retain customers. It requires the firms to build and manage customer brand loyalty by identifying and offering loyalty attributes, he argues. In this regard, study of loyalty management may seem like an investigation into the understanding the concept of marketing orientation and customer relationship. Providing a new market segmentation model based on the attributes of the traditional marketing mix variables substantiates this argument. Moreover, this also helps to measure brand loyalty based on the attributes of customer loyalty and to construct the brand loyalty life-cycle. In a nutshell, this book is about brand loyalty management and, therefore, it is obviously about strategic customer orientation. Although the book takes the reader deeper into measuring the intensity of loyalty and examining the analytical tools, the focus is on developing a customer brand loyalty management strategy. Author believes this will remain an essential book for all marketing professionals. Brand managers, in particular, would find it very useful when it comes to formulating a strategy for brand loyalty management, Saleem believes.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2017-01-06

Total Pages: 1806

ISBN-13: 1522517944

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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Book Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1806 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Customer Loyalty and Brand Management

Author: María Jesús Yagüe Guillén

Publisher: MDPI

Published: 2019-09-23

Total Pages: 122

ISBN-13: 3039213350

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Brand Intimacy

Author: Mario Natarelli

Publisher: Hatherleigh Press

Published: 2017-10-23

Total Pages: 240

ISBN-13: 1578266866

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From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

Book Synopsis Brand Intimacy by : Mario Natarelli

Download or read book Brand Intimacy written by Mario Natarelli and published by Hatherleigh Press. This book was released on 2017-10-23 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

Relationship Marketing

Author: Thorsten Hennig-Thurau

Publisher: Springer Science & Business Media

Published: 2013-06-29

Total Pages: 454

ISBN-13: 3662097451

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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Book Synopsis Relationship Marketing by : Thorsten Hennig-Thurau

Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Customer Retention in the Automotive Industry

Author: Michael D. Johnson

Publisher: Springer Science & Business Media

Published: 2012-12-06

Total Pages: 369

ISBN-13: 3322845095

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Anhand zahlreicher Fallbeispiele analysieren renommierte Experten aus Wissenschaft und Praxis den Zusammenhang zwischen Produktqualität, Kundenzufriedenheit und Unternehmenserfolg und geben praxisorientierte Tips zur Verbesserung.

Book Synopsis Customer Retention in the Automotive Industry by : Michael D. Johnson

Download or read book Customer Retention in the Automotive Industry written by Michael D. Johnson and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Anhand zahlreicher Fallbeispiele analysieren renommierte Experten aus Wissenschaft und Praxis den Zusammenhang zwischen Produktqualität, Kundenzufriedenheit und Unternehmenserfolg und geben praxisorientierte Tips zur Verbesserung.

The Importance Of Loyalty Programs, The Benefits Of Brands Offering Loyalty Programs, And Why Loyalty Programs Should Be Enhanced As A Customer Retention Strategy

Author: Dr Harrison Sachs

Publisher:

Published: 2020-02-13

Total Pages: 28

ISBN-13:

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This essay sheds light on the importance of loyalty programs and elucidates the benefits of brands offering loyalty programs. Moreover, this essay delineate why loyalty programs should be eminently enhanced as an efficacious customer retention strategy. A new development related to relationship marketing that is likely to emerge as companies strive to be the premium solutions providers is the enhancement of loyalty programs. Today, loyalty programs are leveraged by a copious amount of companies to strengthen the customer's brand loyalty and to also retain customers as repeat buyers. The importance of loyalty programs goes beyond brands being able to earn more revenue and increase their sales volume. Loyalty programs also allow brands to foster more brand advocates, track customer analytics, make personalized product recommendations to customer based on their purchase history, attract new customers, and directly reach out to customers more frequently via email to market the latest promotions. The benefits of loyalty programs are multitudinous and should not be overlooked for companies adamant about maximizing their long term profitability. The usage of a loyalty program leads to increased revenue since increased customer retention rates culminates in boosting profitability. Additionally, implementing a loyalty program as a customer retention strategy is typically substantially less expensive than spending marketing dollars to attract new customers (Miller, n.d.). "Acquiring new customers can be 25% more expensive than focusing on retaining current customers" (Miller, n.d.). Companies can also utilize the purchasing history of loyalty program enrollees to have their product recommendation alogirisms recommend products they may be interest in purchasing in the future. Emails of product recommendations can be sent directly to the customer's email address. Brands can also leverage their "loyalty program to promote sales, special events, and showcase new products" (Miller, n.d.) via email. Loyalty programs also allow brands to have access to valuable customer data. Loyalty programs can allow companies to "track analytics and view reports, measuring the efficacy of customer loyalty on their sales. They can also measure important retention metrics like program engagement, repeat customer rate, and purchase frequency" (Miller, n.d.). Brands can utilize loyalty programs as a means to further understand the buying behaviors of their target market. A stellar loyalty program can attract more customers to shop at your retail stores (Miller, n.d.) and sway them to procure homogeneous products from your store over a competitor's store, especially when your brand offers more enticing loyalty program perks. Repeat customers that feel that the loyalty program has significant merit will be more inclined to become your company's brand advocates. "By creating a comprehensive loyalty program that allows for modern marketing techniques, you can turn your customers into advocates for your brand. Since modern consumers trust peers over advertising, fostering loyal customers who will then speak out on your brand's behalf is simply a smart business move" (Miller, n.d.). The crux of the issue with a preponderance of existing loyalty programs it that they typically offer minimal value to customers. Companies should not prioritize short term profitability over long term profitability. An enticing loyalty program can help companies secure the lifetime values of customers. The lifetime values customers is imperative for companies to secure if they want to become extremely profitable in the long haul. The successful implementation of a robust loyalty program or enhancement of a loyalty program would immensely augment the customer's shopping experience and would allow the company to foster far more brand advocates that advertently spread positive word of mouth in person and on social media platforms about the brand

Book Synopsis The Importance Of Loyalty Programs, The Benefits Of Brands Offering Loyalty Programs, And Why Loyalty Programs Should Be Enhanced As A Customer Retention Strategy by : Dr Harrison Sachs

Download or read book The Importance Of Loyalty Programs, The Benefits Of Brands Offering Loyalty Programs, And Why Loyalty Programs Should Be Enhanced As A Customer Retention Strategy written by Dr Harrison Sachs and published by . This book was released on 2020-02-13 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: This essay sheds light on the importance of loyalty programs and elucidates the benefits of brands offering loyalty programs. Moreover, this essay delineate why loyalty programs should be eminently enhanced as an efficacious customer retention strategy. A new development related to relationship marketing that is likely to emerge as companies strive to be the premium solutions providers is the enhancement of loyalty programs. Today, loyalty programs are leveraged by a copious amount of companies to strengthen the customer's brand loyalty and to also retain customers as repeat buyers. The importance of loyalty programs goes beyond brands being able to earn more revenue and increase their sales volume. Loyalty programs also allow brands to foster more brand advocates, track customer analytics, make personalized product recommendations to customer based on their purchase history, attract new customers, and directly reach out to customers more frequently via email to market the latest promotions. The benefits of loyalty programs are multitudinous and should not be overlooked for companies adamant about maximizing their long term profitability. The usage of a loyalty program leads to increased revenue since increased customer retention rates culminates in boosting profitability. Additionally, implementing a loyalty program as a customer retention strategy is typically substantially less expensive than spending marketing dollars to attract new customers (Miller, n.d.). "Acquiring new customers can be 25% more expensive than focusing on retaining current customers" (Miller, n.d.). Companies can also utilize the purchasing history of loyalty program enrollees to have their product recommendation alogirisms recommend products they may be interest in purchasing in the future. Emails of product recommendations can be sent directly to the customer's email address. Brands can also leverage their "loyalty program to promote sales, special events, and showcase new products" (Miller, n.d.) via email. Loyalty programs also allow brands to have access to valuable customer data. Loyalty programs can allow companies to "track analytics and view reports, measuring the efficacy of customer loyalty on their sales. They can also measure important retention metrics like program engagement, repeat customer rate, and purchase frequency" (Miller, n.d.). Brands can utilize loyalty programs as a means to further understand the buying behaviors of their target market. A stellar loyalty program can attract more customers to shop at your retail stores (Miller, n.d.) and sway them to procure homogeneous products from your store over a competitor's store, especially when your brand offers more enticing loyalty program perks. Repeat customers that feel that the loyalty program has significant merit will be more inclined to become your company's brand advocates. "By creating a comprehensive loyalty program that allows for modern marketing techniques, you can turn your customers into advocates for your brand. Since modern consumers trust peers over advertising, fostering loyal customers who will then speak out on your brand's behalf is simply a smart business move" (Miller, n.d.). The crux of the issue with a preponderance of existing loyalty programs it that they typically offer minimal value to customers. Companies should not prioritize short term profitability over long term profitability. An enticing loyalty program can help companies secure the lifetime values of customers. The lifetime values customers is imperative for companies to secure if they want to become extremely profitable in the long haul. The successful implementation of a robust loyalty program or enhancement of a loyalty program would immensely augment the customer's shopping experience and would allow the company to foster far more brand advocates that advertently spread positive word of mouth in person and on social media platforms about the brand

Seven Power Strategies for Building Customer Loyalty

Author: Paul R. Timm

Publisher: AMACOM/American Management Association

Published: 2001

Total Pages: 224

ISBN-13: 9780814405697

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This text introduces a programme to aid with customer retention and business growth. There are tactics for consistently exceeding customer expectations through A-Plus value, personality, information, convenience and more.

Book Synopsis Seven Power Strategies for Building Customer Loyalty by : Paul R. Timm

Download or read book Seven Power Strategies for Building Customer Loyalty written by Paul R. Timm and published by AMACOM/American Management Association. This book was released on 2001 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text introduces a programme to aid with customer retention and business growth. There are tactics for consistently exceeding customer expectations through A-Plus value, personality, information, convenience and more.

Customer Loyalty and Success

Author: J. Lynch

Publisher: Springer

Published: 1995-06-19

Total Pages: 306

ISBN-13: 0230374719

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This new book focusses upon customer care in relation to Human Resource Management issues and strategic planning. It addresses the objective of customer loyalty and retention in relation to business success and shows how this can integrate a company's strategy with regard to Marketing, Human Resource Management, Quality and Management of Change. This is an innovative book in a topical area that draws upon case study material.

Book Synopsis Customer Loyalty and Success by : J. Lynch

Download or read book Customer Loyalty and Success written by J. Lynch and published by Springer. This book was released on 1995-06-19 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new book focusses upon customer care in relation to Human Resource Management issues and strategic planning. It addresses the objective of customer loyalty and retention in relation to business success and shows how this can integrate a company's strategy with regard to Marketing, Human Resource Management, Quality and Management of Change. This is an innovative book in a topical area that draws upon case study material.

Loyalty Myths

Author: Timothy L. Keiningham

Publisher: John Wiley & Sons

Published: 2005-10-10

Total Pages: 256

ISBN-13: 0471746835

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In Loyalty Myths, the authors have assembled53 of the most common beliefs about customer loyalty – all ofthem wrong or misconceived! Each of the beliefs in this book isdebunked with real-world examples. While other books speak inplatitudes; this book is the only one to validate each propositionwith real data. Granted unprecedented access to customer records from a varietyof multi-national corporations. Through these records, IpsosLoyalty was able to precisely track the impact of thiscustomer-centric construct on actual purchasing behavior. Theauthors’ findings and conclusions will stun business leadersaround the world. The lessons learned from these provide a trueguide for the proper use of customer loyalty.

Book Synopsis Loyalty Myths by : Timothy L. Keiningham

Download or read book Loyalty Myths written by Timothy L. Keiningham and published by John Wiley & Sons. This book was released on 2005-10-10 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Loyalty Myths, the authors have assembled53 of the most common beliefs about customer loyalty – all ofthem wrong or misconceived! Each of the beliefs in this book isdebunked with real-world examples. While other books speak inplatitudes; this book is the only one to validate each propositionwith real data. Granted unprecedented access to customer records from a varietyof multi-national corporations. Through these records, IpsosLoyalty was able to precisely track the impact of thiscustomer-centric construct on actual purchasing behavior. Theauthors’ findings and conclusions will stun business leadersaround the world. The lessons learned from these provide a trueguide for the proper use of customer loyalty.