1,001 Ways to Keep Customers Coming Back:WOW Ideas That Make Customers Happy and Will Increase Your Bottom Line
by Theodore B. Kinni Donna Greiner
Price: N3250
Product Code: 1267989262
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Number of Pages: 288
Binding: Paper Back
Publisher: Three Rivers Press
ISBN: 0761520295
ISSN: 978-0761520290
Availability: To be delivered within 5 working days after payment date
Summary: Ever since The Loyalty Effect was published, companies have come to understand that it is usually far more profitable to keep existing customers than to acquire new ones. Since companies usually focus more on getting the new ones, that left a problem for executives: What are good ways to retain customers?
The book vaults into the gap by addressing major areas like creating a better bundle of products and services (offer stamps in a card shop in a tourist town like Williamsburg where the post office has long lines), add incentives (free gifts, coupons, rebates, special financing, and contests), tap into or build communities of interests (like those who love Harleys), building trust by standing behind your work (deliver what you promise and make good if you don't), give first in order to receive (this often means helping a charitable purpose with some of your proceeds), reward all customers as though they are your best customer (with a smile, recognition, respect, etc.), treat your best customers even better (they account for 80 percent of profits and there aren't very many of them), make it easy (automatic reorder and replenishment), go to your customers, personalize what you offer to your customers, and become a champ at customer service.
These are all valid concepts, and seeing 100 or so examples of each point makes it easier to imagine how to apply these principles to your own business. That's the strength of the book.
My only quibble was that it seemed like the examples pretty much came from the same companies in each area. I think I now know more about Merrie Maids than I really need to know, and a lot of the examples are pretty obvious. Usually books of lists have more variety and more intriguing examples.
Perhaps this limitation is just because this subject hasn't been thought about enough. I hope the authors come back with an update on this book in a few years with zingy examples that are based on things you, the reader, have developed as a result of studying this book.
May you have irresistible success in keeping your customers!