The Complete Idiot's Guide to Winning Customer Loyalty

by Janis Raye, Neil Raphel, Murray Raphel

Your company is in your customer's hands. Essential reading that offers business managers a strategic plan to attract new customers and secure the business of existing ones. Readers will learn... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1592573835
• ISBN13: 9781592573837
• Release Date: July 2005
• Publisher: Alpha Books
• Length: 324 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.8" x 7.4" x 9.2"

Customer Reviews

Absolutely fabulous book!!!

Over the years I have read many business books. Being in business I figure you can never read enough good business books. This is an excellent book on customer loyalty. I am only half way through it, but already I have a ton of ideas I am going to implement. The authors have filled their book with many stories you can easily identify with. They are also big fans, and I mean big fans of direct mail. Since I use direct mail a lot in my business I found their suggestions very helpful. If you are looking for a book that will give you plenty of tips and common sense advide about customer loyalty, this book will meet all those needs!

Reading will give you many usable ideas!

Sometimes, a fine book gets mislabeled with an inappropriate title . . . that well might be the case with THE COMPLETE IDIOT'S GUIDE TO WINNING CUSTOMER LOYALTY by Murray Raphel, Neil Raphel and Janis S. Raye. I say that because the above is one that should be read by just about anybody who has to deal with customers: salespeople, educators, politicians, etc. . . . and you shouldn't need to feel intimidated by that fact, nor have the belief that you're an idiot. Instead, open yourself up to idea that you can learn from this marvelous trio of authors who also happen to be part of the same family business . . . it will feel like you are attending one of their informative seminars. As such, be prepared to read with a pen or pencil in hand, in that you'll most probably be like me and find yourself jotting down countless notes about things you can immediately use in your business or daily life . . . for example:   * Norm Thompson in Oregon has a famous guarantee. Their mail-order company has trademarked their special guarantee, which they call their "You Be the Judge" Guarantee. What that means is that you decide if you are happy with their merchandise, and you are the sole judge of when that time should be. Not 30, 60, 90 days or even a year. If you're unhappy, at any time, just return the merchandise for a full refund or exchange. Your choice. * Don Gallegos tells a great story about catering to one of his best customers. At the time, Don was president of King Soopers, a division of the large supermarket company Kroger. King Soopers' big competitor was Albertson's Supermarket. One of Don's best customers told him that although he did most of his grocery shopping at King Soopers, he preferred the taste of Albertson's private label applesauce. Don knew what he had to do. He went right over to Albertson's and bought a case of their applesauce. Then Don brought the customer into his office. He said, "We'll always have this applesauce in my office for you so you don't have to make an extra trip to Albertson's." "Oh, by the way," Don added, "The applesauce is cheaper here than at Albertson's." * Feargal Quinn's Superquinn supermarkets in Ireland have an interesting way of rewarding customers. The issue customers, "Goof Points" for pointing out mistakes the store makes (wrong pricing of items, broken shopping carts and so on.) Superquinn has figured out that rewarding customers for finding mistakes empowers a whole new army of volunteer quality-control officers. This program has the double benefit of rectifying mistakes and making sure that people don't feel bad about pointing out flaws in the operation.