Summary of Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless

How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know

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Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless book summary
Make every customer a lifelong friend by ensuring that every sales encounter is positive and memorable.


7 Overall

7 Applicability

6 Innovation

6 Style


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.


The Price of Loyalty
Most companies mistakenly measure customer satisfaction ratings instead of customer loyalty. Satisfaction ratings may be as high as 97%, but that still means that 3% of your customers are free agents in the marketplace. They will shop anywhere. They may be satisfied...
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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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