Summary of Build Your Customer Strategy

A Guide to Creating Profitable Customer Relationships

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Build Your Customer Strategy book summary
Satisfied customers aren’t necessarily loyal. Your best customers are those with whom you’ve created an emotional bond.


8 Overall

8 Applicability

6 Innovation

7 Style


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
  • How to give your customers an emotional connection to your company


Why People Buy Drills
You know what being a frustrated customer feels like. You can probably list all the things the company should have done when it was serving you. But are you sure your company isn’t guilty of the same kinds of omissions?

Many executives believe their...
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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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