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Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know | 
 enlarge | Author: Jeffrey Gitomer
Publisher: Bard Press
Category: Book
List Price: $30.00
Buy New: $19.80
You Save: $10.20 (34%)
New (48) Used (27) Collectible (5) from $7.49
Rating:  80 reviews
Sales Rank: 2495
Media: Hardcover
Edition: 1
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 9.1 x 6 x 1.3
ISBN: 188516730X
Dewey Decimal Number: 658.812
EAN: 9781885167309
ASIN: 188516730X
Publication Date: August 25, 1998
Shipping: Eligible for Super Saver Shipping
Availability: Usually ships in 24 hours
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| Editorial Reviews:
Amazon.com Review
To longtime sales and customer-service pro Jeffrey Gitomer, boasting about a near-perfect customer-satisfaction rating of 97.5 percent is a major mistake. "That means 2.5 percent of your customers are mad and they're telling everyone. And 97.5 percent of your customers will shop anyplace the next time they go to market for your product or service." Based on a philosophy that's been developed through his syndicated business columns and the more than 150 seminars that he gives each year to companies such as Radisson, Sony, NationsBank, and Time Warner Cable, the book outlines his formula for making customers so faithful they "will fight before they switch--and they will proactively refer people to buy from you." Regularly employing oversized type in screaming bold fonts to grab the reader's attention, Gitomer breathlessly recounts his start-to-finish approach to becoming "memorable" to consumers along with illustrative tales of his own encounters with particularly egregious examples of poor service. All of this is bolstered by an ongoing sampling of his inspirational quips and a variety of self-evaluating quizzes designed to pinpoint individual strengths and weaknesses. Take a deep breath, read it straight through, and prepare to delight thy customer! --Howard Rothman
Product Description
Nationally syndicated columnist and sales trainer, Jeffrey Gitomer shows you how to convert "satisfied" customers into "loyal" customers.
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| Customer Reviews: Read 75 more reviews...
 Turn Customers Into Fans December 29, 2008
Shel Horowitz (Hadley, MA United States)
As soon as I picked up this book, I knew it would be different. The extra-long title and subtitle, grab-and-don't-let-go jacket copy and front matter are so obviously written and designed by astute students of direct marketing--even if the book were useless (and it's far from useless), the jacket copy is a great example of the power of strong words and an eye-catching design that breaks a lot of rules. I'd say it's some of the strongest copy I've ever seen on a jacket flap. And then there's four pages of large-type endorsements led off by Harvey Mackay, of Swimming with the Sharks fame. The interior design continues breaking rules, and isn't always attractive--but is effective: an example of understanding the rules before you break them.
As of the November 2003 copy I picked up, the book was in its eleventh hardcover printing, notwithstanding its $30 pricetag.
To Gitomer, loyal customers make referrals. I see it a bit differently: loyalty is a big step up from mere satisfaction, but to make loyalists into ambassadors or evangelists is another large--and crucial--step. But this is only a minor semantic quibble.
Loyal customers, he says, feel "*great* about dealing with you... They are ecstatic with their purchase. They will proactively talk about the experience. Their overall feeling about you is wonderful and their experiences with you have been memorable."
Gitomer points out that "companies spend millions to attract new customers (people they don't know) and spend next to nothing to keep the ones they've got," but that the reverse makes more sense.
How messed up are these priorities? "Big companies spend more mo ney producing and airing *one* sixty-second commercial than they will spend on a customer service program in a year.
Gitomer reminds us that principles are important, while policies usually aren't--and policies are out of touch with the mission of creating fiercely loyal customers. And he lays out 12 of them, plus a bonus #12.5.
As a start, he suggests changing "unfortunately, our company policy" to "in order to be fair to everyone"--what a difference a few words can make! Carrying that attitude out, he suggests posting these three phrases by your phone--and the phones of those who interact with customers:
* The best way to handle that is...
* The fastest way to get that done is...
* The easiest way to get that is...
One of my favorites is Gitomer's "Grandma" test; if you wouldn't say a phrase to your grandmother, you shouldn't utter it to your customer.
Gitomer notes that since 95% of the corporate world doesn't have a clue about really serving the customer, if you provide exemplary service--especially when resolving a problem with a "plus" the customer doesn't expect--you've just gained an advantage over 95% of your competitors. Wow! He also suggests trying to be a customer of your own company and noting the places where the experience was either memorable or sorely lacking. His 15 steps to changing an angry customer into a loyalist (pages 132-133) are alone worth the price of the book.
The thing that struck me in the real-world examples section is how utterly easily businesses could incorporate most of the "Wows." 80 percent of them require zero or trivial expenditures of dollars or time. And yet, so few businesses take the time and trouble. For those that do, the customer is more apt to forgive small errors that would become large indeed if the customer was already resenting the interaction.
As one example: the hotel concierge who calls, a week before the scheduled stay, and asks if the customer will need anything special. It's simple, it's cheap, it creates an immediate and powerful Wow Factor, and it frees up the concierge from a lot of last-minute requests that are harder to fill. Plus, of course, it's a real morale-booster for both the customer and the concierge.
Shel Horowitz's award-winning sixth book, Principled Profit: Marketing That Puts People First, demonstrates how to build a business around ethics, environmental sustainability, and cooperative practices--and how to develop marketing that highlights those advantages.
Great Book November 3, 2008
Adam Tartt (Wilmington, NC)
Don't read this book unless you are ready to start thinking about business differently. Gitomer does an excellent job initiating a paradigm shift.
Easy read and to the point September 3, 2008
jinjorge
The author has a good understanding of what customers want, what customers demand. It's an easy read with solutions to day to day challenges.
Are your customers satisfied, or loyal? July 25, 2008
Monty Rainey (New Braunfels, TX)
4 out of 6 found this review helpful
The difference between a satisfied customer and a loyal customer is; one MIGHT do business with you again and MIGHT refer others to you, the other WILL do business with you again and CAN'T WAIT to tell others about your business. Of course this is just one of the many differences between a satisfied and a loyal customer. There are many others. Loyal customers cost less, because they are worth more!
Sales guru Jeffrey Gitomer's book, CUSTOMER SATISFACTION IS WORTHLESS: CUSTOMER LOYALTY IS PRICELESS, details these and many other differences that are critical to your business. The beautiful thing about it is, mediocre, or even less than mediocre has become the norm, so when you make just minimal effort at building customer loyalty, your business will literally stick out like a sore thumb. It's so easy in today's business climate to be head and shoulders above your competition.
I've never been a big fan of the way Gitomer lays out his books. Essentially this is a 200-page lesson in a 300-page format. I find it a little annoying sometimes when a page is filled with only eight or ten giant sized words, but must say the book does flow well and is very easy to digest.
I was also pleased to find some very interesting reading on related topics such as company mission statements. Gitomer includes several of these topics one may not initially associate with building customer loyalty, but yet, in their own way, play integral parts in your overall company focus on customer relationships.
I guess the easiest way to summarize this book is this; building customer loyalty is not that difficult, but it does take commitment and effort, coupled with direction and process. You furnish the first two, Gitomer has furnished the rest in this book.
Customer Satisfaction is Worthless Customer Loyalty is Priceless July 3, 2008
Joyce A. Short (West Jordan, Utah)
I would highly recommend this book if you are looking to change your organization from Customer Satifaction to Customer Loyalty. This book is easy to read and helps you understand what Customer Loyalty really is. I would suggest it for any one wanting to better understand how to keep customers. I feel it is a must read for anyone that interacts with the public.
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