Up the Loyalty Ladder
The Raphels posit that customers are a company's lifeblood and existing customers are the best ones. Inextricably, the average firm annually loses about one-fifth of its consumer base, two-thirds leaving for no apparent reason. The authors argue that companies can negate this trend with "loyalty ladders," their comprehensive customer service plan that converts prospects into shoppers and customers to clients and finally advocates of the firm's product. Augmented with case studies (Nordstrom; the GE Answer Center), interviews and media tips (telemarketing; radio), the Raphels develop pragmatic tactics in this effective assessment of product and company positioning, business growth, customer behavior patterns and product promotions. Murray self-published Tough Selling for Tough Times; Neil is a New Jersey attorney.Copyright 1995 Reed Business Information, Inc.