By James G. Barnes

ISBN-10: 0471776602

ISBN-13: 9780471776604

''The purchaser relationships corporation is ready to domesticate symbolize crucial asset that might by no means look on its stability sheet.''
-From bankruptcy 1 of construct Your purchaser Strategy

Build Your client process: A advisor to making ecocnomic buyer Relationships spells out easy methods to create ecocnomic and lasting client relationships. It demystifies growing the good purchaser experience-something that everybody appears to be like speaking approximately those days-by exhibiting you ways to technique ''experience'' in methods your rivals have not even inspiration of.

Praise for construct Your shopper approach: A consultant to making ecocnomic patron Relationships

''Jim Barnes has written a down-to-earth, hugely readable e-book that takes you thru actual examples with concrete rules you should use this present day. truth is, clients are the one income, and Jim may help your organization construct the tactic to develop the price of every patron on your enterprise, through ensuring your company turns into extra important to every customer.''
-Don Peppers and Martha Rogers, PhD coauthors, the single to 1 destiny and go back on Customer

''Jim Barnes is in a category through himself as a guru who really knows shopper relationships from the customer's perspective. learn construct Your client technique if you are able to circulation prior slogans and technology-based CRM initiatives to create genuine patron fairness and long term profitability.''
-Bob Thompson, CEO CustomerThink Corp., and founder,

''Build Your purchaser process is the publication for leaders dedicated to making real connections with consumers. Jim is going past traditional pondering to aid companies comprehend, create, and enforce a method that would lead to the kind of long term dependable shoppers every person wants-the ones who carry their relatives and friends.''
-Anne Lockie, government vice chairman, revenues Canadian own and company consumers, RBC Royal Bank

''Excellent examining. Jim Barnes brings a clean standpoint to customer support, loyalty and the significance of long term, sustainable shopper relationships. Insightful and intensely educational.''
-Stephen Foster, Senior vp, Operations Starwood motels & inns all over the world, Inc

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Additional info for Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships

Example text

One shopper recently observed in an interview that the frequent-shopper “club” of which he is a member feels nothing like any other club to which he has belonged. It never meets and he never associates with other members. Such programs often lock customers in. They create barriers to exit, but they don’t on their own lead to true loyalty. Most are in it for the points. UNDERSTANDING LOYALTY Of course, customer retention may have little or nothing to do with loyalty. Customers may come back again and again because they perceive no alternative, or they may be locked in to a five-year mortgage or a service contract, or the competition may be perceived to be no better.

They are very sales oriented in that much of the marketing effort involves short-term campaigns intended to produce short-term sales results. They employ sales personnel, pay commissions, and offer incentives that are designed solely to sell things. There is much emphasis on price, which encourages a sizable segment of customers to shop around for the lowest prices. In fact, the influence of discounters, led in most markets by Wal-Mart, has created a mind-set that one should never pay full price for anything.

These are precisely the things that customers expect from any good company. In fact, as we observed earlier, their conscious, verbalized expectations rarely extend beyond this level. My conclusion, reached over many years, is that if you get things right up to this point, you will have lots of satisfied customers. However, getting things right at the first three levels of the model will get you only to the satisfied stage of your relationship with your customers, not to levels of loyalty or a genuine relationship.

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Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships by James G. Barnes

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