Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty

Table of contents

1. Copyright
   1. Dedication
2. Praise for Who Stole My Customer??
3. Preface
4. Introduction
5. Acknowledgments
6. About the Author
7. 1. Customer Defection: The Case for Action
   1. 1. When Prior Strengths Become Your Weaknesses
      1. Exercise: You Are the Customer
   2. 2. A Boutique, Alternative Strategy of the 1990s
      1. Exercise: You Are the Customer
   3. 3. A Survival Issue and Strategic Imperative of the 2000s
      1. Exercise: You Are the Customer
8. 2. Understanding Loyalty: A Pie Pan of Needs
   1. 4. Product vs. Service Slices
      1. Basic Drivers of Customer Loyalty
      2. Exercise: You Are the Customer
   2. 5. Customer Segmentation and Targeting
      1. Exercise: You Are the Customer
9. 3. Integrating Two Views: Opportunity vs. Risk
   1. 6. Opportunity: The Customer View
      1. Exercise: You Are the Customer
   2. 7. Risk: The Company Culture
      1. Exercise: You Are the Customer
10. 4. The Winning Customer Experience
    1. 8. What They Want: Ten Myths About Your Customers
       1. Myth 1: Our customers want the lowest price—period.
       2. Myth 2: We know what our customers want (or don’t want).
       3. Myth 3: Customers cannot envision what does not exist; focus groups are a waste of money and, besides, no Sony customer ever envisioned the WalkMan.
       4. Myth 4: Customers do not want to be telephoned at home—always.
       5. Myth 5: Customers do not want to be sold to when they telephone for service.
       6. Myth 6: Customers do not want to give us information about themselves.
       7. Myth 7: Customers who call hate to be transferred.
       8. Myth 8: An apology is never enough (so we don’t do it).
       9. Myth 9: Our customers and their needs are unique.
       10. Myth 10: We know what our customers need (not want . . . need).
       11. Exercise: You Are the Customer
    2. 9. What They Need: Customer Visioneering
       1. Lack of Courtesy: First Among the Major Drivers of Defection
       2. Competence: Typically Second Among Drivers of Defection
       3. A Rising Expectation: Knowledgeable Point of Contact
       4. A Simple-Sounding Expectation: Responsiveness
       5. The Ultimate Want: Tailored and Personalized Offerings
       6. The Ultimate Need: A Solution—Not a Product, Not a Service
       7. Exercise: You Are the Customer
    3. 10. What You Must Do: Institutionalize Loyalty
       1. Lesson 1: A Case for Action and Buy-In (vs. Lack of Urgency!)
       2. Lesson 2: Actionable Customer Input (vs. We Know What Customers Want!)
       3. Lesson 3: Enterprise-Wide Executive Ownership (vs. Optimize My Silo!)
       4. Lesson 4: Cultural Transformation and Teaming (vs. Knowledge Is Power!)
       5. Summary: Learning from Experience
       6. Exercise: You Are the Customer
          1. Lesson 1: A Case for Action and Buy-In (vs. Lack of Urgency)
          2. Lesson 2: Actionable Customer Input (vs. We know What Customers Want!)
          3. Lesson 3: Enterprise-Wide Executive Ownership (vs. Optimize My Silo!)
          4. Lesson 4: Cultural Transformation and Teaming (vs. Knowledge Is Power!)
    4. Who Stole My Customer??