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

Preface

The purpose of this book is to introduce powerful new approaches to help you keep your customers. Managing customer retention and loyalty is now the top issue for CEOs globally (see Figure 3.2 on page 24). The book expands and builds upon concepts introduced in The Customer-Centered Enterprise (McGraw-Hill, 2000), which predicted the global shift in business strategy from product to service and the current upward spiral in customer attrition. Key concepts, such as take the customer viewpoint, are further developed to generate critical customer loyalty and stem the tide of customer defection.

To help you get and then adopt the customer’s perspective, the issues are presented from both a company viewpoint as well as that of a customer—because ...