Summary of Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless
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Sales books should be a separate genre. They are meant to be easily read, inspirational, rhetorical and instructional. The more qualified the salesperson-author, the more authoritative the advice. This one has all these qualities, plus author-salesman Jeffrey Gitomer has displayed his counsel like a visual party. Almost every page boasts a new typeface and layout. Some pages look like poems. On other pages, he makes suggestions he calls “self tests,” “scorecards” and “reality checks,” while on others he provides questionnaires. This is deliberately more of a jazzy series of lists than a narrative outlining a new approach. Still, getAbstract endorses its solid common wisdom: To engender customer loyalty, treat people as you would want to be treated.
In this summary, you will learn
- Why loyal customers are more important than satisfied ones;
- How to build customer loyalty; and
- How to improve customer service.
About the Author
Jeffrey Gitomer gives seminars and speeches, and runs annual sales meetings and customer service workshops. He wrote the bestsellers The Sales Bible and The Little Red Book of Selling.
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Comment on this summary
1 year agoGreat information; especially, the 12 methods to deliver outstanding customer service. Seems like common sense but can be overlooked if not careful or if taken for granted. Also, a customer may be satisfied with your service, but, that doesn't mean they are loyal!
Other things that stood out:
(1) Earn loyalty by delivering memorable service consistently
(2) Your customer is more important than your boss; without loyalty, you could get fired by your real boss - the customer!
(3) Be extraordinary; have "Wow" moments!
(4) Don't ever cite company policy to a customer or list reasons why you cannot help - take responsibility, stay engaged, and solve the problem!