Summary of Build Your Customer Strategy
A Guide to Creating Profitable Customer Relationships
Satisfied customers aren’t necessarily loyal. Your best customers are those with whom you’ve created an emotional bond.
James Barnes is an iconoclast about statistics and customer relationship management software. He’s interested in building customer loyalty instead. He advocates building it not with data but by putting yourself in your customers’ shoes. Your job then becomes removing everything that gets in the way of their having a great experience in every interaction with your company. Charts help him get his points across, and an appendix that provides a “customer strategy template” will help you implement his ideas. getAbstract recommends this book if you still believe that repeat customers are the same thing as loyal customers or that having a targeted customer marketing strategy means your company is customer-focused.
In this summary, you will learn
- How to put on a “customer hat”;
- Why implementing customer relationship management (CRM) does not create a customer-centered culture;
- How a repeat customer differs from a loyal customer; and
- How to give your customers an emotional connection to your company.
About the Author
James G. Barnes is the author of seven books, and a speaker and educator on customer relationship strategy. He consults with many major firms on building customer loyalty and managing customer relationships.
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Kogan Page, 2015