Capturing Customers Hearts: Leave the Competition To Chase Their Pockets - Hardcover

Clegg, Brian

Hardcover

ISBN 10: 0273649310 ISBN 13: 9780273649311

Publisher: Financial Times Management, 2000

Synopsis

(Pearson Education) A guide to building a good relationship with customers by focusing on endearing them to the company. Uses examples of best and worst practice to point out how sincerity can win a customer's affection and loyalty every time.

About this title

From the Inside Flap

PREFACE Customer service has been a crucial focus for at least 15 years now. Does this mean that we can put our feet up, say 'we've done the customer' and move onto the next big thing? Not a chance. The continued focus on customers is an imperative given the realities of the marketplace:

Good customer service is still the exception, even after all this time. Okay, the staff may have 'How can I help you?' on their name badges, and may have learned how to smile, but the service still stops a long way short of excellence.

The customers' ideas of good service have been transformed in the last 15 years. The rise of consumerism and consumer rights attests to this — our customers expect more now. Much more.

The opposition has not stayed still. If our relationship with our customers is to be a prime driver of differentiation, it is necessary to take a whole step further into customer satisfaction. Survey after survey has shown that customers are deeply unhappy with service levels. When I was gathering stories to illustrate this book, it was very easy to get examples of bad customer service — but many, many people could not think of a single instance of great customer service. To make the customerrelationship the driving force behind repeat business and differentiation calls for a quantum shift. From consumer friendliness to charisma. We don't want to be nice to our customers, we want them to love us. To desire our company's products. To speak to other people about our company with awe in their voices. We need to capture their hearts.

The cynical response is, 'It's nice if you can fake it.' But this isn't about faking it. Capturing Customer's Hearts looks at companies where the product or the company itself generates a special reaction in the customer, something much more than brand loyalty — true affection. You will never look at your customers in the same way again.

From the Back Cover

Compete on emotion: capture your customers' hearts and their undying loyalty will follow! Charisma: how to create it for your company! What really lies behind a customer's emotional attachment to products and services. Addresses the most important issue in differentiating your company for the long-term. An outstanding customer relationship is the only safe way to differentiate your company for the long-term. Companies with charisma are able to capture their customers' hearts -- and that means holding onto customers when competition is at its cruelest. Discover how companies and their products can generate an extraordinary, positive response from their customers, something much more than brand loyalty: true affection. Understand exactly what it takes to build true charisma around your products and company; how to "go the extra light-year" for your customer, build ongoing relationships customers will welcome, leverage the excitement of technical wizardry and star power on your behalf, and much more. For everyone concerned with improving customer relationships, from senior management on down.

Brian Clegg is founder of Creativity Unleashed Limited, a world-recognized consultancy specializing in facilitating creativity. His clients include leaders in finance, pharmaceuticals, and other leading industries. He has been a regular speaker at Oxford and Cambridge Universities, and contributor to PC Week Magazine. He co-authored Imagination Engineering: Your Toolkit for Business Creativity.

Edition details

• Publisher: Financial Times Management
• Publication date: 2000
• ISBN 10: 0273649310
• ISBN 13: 9780273649311
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 240
• Editor: Stagg Richard