“Capturing Loyalty guides you through a logical process to identify your high-potential customers and serve their most pressing needs.”
“Customers become highly satisfied only when their experiences are risk-free, and they only become truly loyal
(and loosen their purse strings) once they are highly satisfied“
How to Measure, Generate, and Profit from Highly Satisfied Customers
In Capturing Loyalty John Larson and Bennett McClellan, two pioneers in the field of customer loyalty, show you how to turn merely satisfied customers into highly satisfied customers and how this shift affects loyalty behaviors. Using research to demonstrate this enormous impact on the bottom line, this book is a new approach to a very old problem, and advances the field significantly for the first time in a decade.
Larson and McClellan’s approach to growth is counterintuitive: The conventional wisdom at most companies has marketing and sales going out to find new customers. The authors know that you can’t increase profits in any sustainable way by constantly chasing after new customers or trying to address every complaint. Instead, they have found that you make more money by selling more to your most satisfied customers than by going out and hustling new ones, and by creating highly satisfied customers from your already satisfied customer base. In fact, this approach can lead to more revenue with fewer customers—a typical company can “fire” all of its dissatisfied customers and still boost sales by 13%. Capturing Loyalty shows how.
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Susan Brandt firstname.lastname@example.org
Customers become highly satisfied only when their experiences are risk-free, and they only become truly loyal (and loosen their purse strings) once they are highly satisfied. A risky business is an inconsistent one—one that has the potential to deviate in any way from a customer’s expectations. Customers need not have lofty expectations of a company in order to be highly satisfied, they need only have their expectations—whatever they are—completely met 100% of the time. A McDonald’s customer whose expectations are consistently met is just as satisfied and loyal as a Spago’s diner. Consumers abhor risky business, and the financial boon highly satisfied customers provide to you is essentially an insurance premium they gladly pay to hedge against unwanted outcomes.
In Capturing Loyalty, Larson and McClellan show readers how to improve profitability by focusing on moving their already satisfied customers to highly satisfied customers by removing their sense of risk, and provide a fail-safe method for identifying the risks inherent in your business. And the authors should know: Pioneers in the field of customer loyalty, Larson and McClellan have used this approach to boost the bottom lines of organizations of all sizes from Fortune 500 to mom and pops (including Staples, Ritz-Carlton, Panda Express, Build-a-Bear Workshop and more), and their research has been featured in Harvard Business Review.