Who stole my customer?? winning strategies for creating and sustaining customer loyalty

Many businesses find themselves asking: "Who's stealing my customers? Why is it happening? How can I stop it?" Who Stole My Customer? has the answers. It's a complete guide to planning and implementing customer loyalty processes that really work--because they're built around what customers really want. Drawing on his unsurpassed experience redesigning customer-facing processes at IBM, Harvey Thompson shows readers their business through the customer's eyes--and in many cases readers might be shocked at what they actually see. In the book, readers systematically discover the real drivers of customer loyalty in their business, so they can focus their customer relationship investments for maximum value. Thompson shows exactly how to rebuild every touchpoint around the customer's needs and how to overcome every obstacle that stands in the way. Readers won't just improve customer retention for a quarter or two: they will be empowered to build resilient customer relationships that resist competition for years to come. Thompson is the author of BusinessWeek bestseller The Customer-Centered Enterprise: How IBM and Other World-Class Companies Achieve Extraordinary Results by Putting Customers First (McGraw-Hill Trade, 1999).

Preface. Introduction. I. CUSTOMER DEFECTION: THE CASE FOR ACTION. 1. When Prior Strengths Become Your Weaknesses. 2. A Boutique, Alternative Strategy of the 1990s. 3. A Survival Issue and Strategic Imperative of the 2000s. II. UNDERSTANDING LOYALTY: A PIE PAN OF NEEDS. 4. Product vs Service Slices. 5. Customer Segmentation and Targeting. III. INTEGRATING TWO VIEWS: OPPORTUNITY VS RISK. 6. Opportunity: The Customer View. 7. Risk: The Company Culture. IV. THE WINNING CUSTOMER EXPERIENCE. 8. What They Want: Ten Myths about Your Customers. 9. What They Need: Customer Visioneering. 10. What You Must Do: Institutionalize Loyalty. Epilogue. Who Stole My Customer?? Acknowledgments. About the Author. Index.