Marketing Ebooks: "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).

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Marketing Ebooks: "Customer Winback: How to Recapture Lost Customers - And Keep Them Loyal"

Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.

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Marketing Ebooks: "Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests"

Advertising is dead. You may not realize it, but you and everyone you know engages, possibly unsuspectingly, in some form of a game multitasking as an ingenious marketing device. Game-Based Marketing illustrates the pervasiveness of games today in business marketing, and how to better use them to create an engaged and loyal customer base. Game-Based Marketing will:

• Explain the growing phenomenon of game-based marketing and how it works
• Show marketers how to develop games to incorporate into their marketing strategy
• Share fascinating examples of marketing games already in play including Jigsaw.com; Chase Picks Up The
  

Tab; the iconic McDonald’s Monopoly Game that reportedly generates nearly one-hundred million dollars in incremental revenue per year; and United Airlines Mileage Plus where team pint competitions and real-world scavenger hunts for miles accrue millions annually.

Provocative and instructive, Game-Based Marketing’s message is clear: Use the tools in this book to put games in your marketing mix now… or you’ll be out of the game altogether.

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Marketing Ebooks: Frederick Reichheld "Loyalty Rules!"

Fewer than half of today's employees believe that their companies deserve their loyalty. Web-empowered customers now defect more easily and more quickly than ever. Has loyalty become an outdated notion in today's marketplace? Fred Reichheld, author of the bestselling book The Loyalty Effect, argues that loyalty is still the fuel that drives financial success-even, and perhaps especially, in today's volatile, high-speed economy-but that most organizations are running on empty. Why? Because leaders too often confuse profits with purpose, taking the low road to short-term gains at the expense of employees, customers, and ultimately, investors.

In a business environment that thrives on networks of mutually beneficial relationships, says Reichheld, it is the ability to build strong bonds of loyalty-not short-term profits-that has become the "acid test" of leadership. Based on extensive research into companies from online start-ups to established institutions-including Harley-Davidson, Enterprise Rent-A-Car, Cisco Systems, Dell Computer, Intuit, and more-Reichheld reveals six bedrock principles of loyalty upon which leaders build enduring enterprises. Underscoring that success requires both understanding and measuring loyalty, he couples each principle with straightforward actions that drive measurement systems, compensation, organization, and strategy:

* Play to win/win: never profit at the expense of partners.
* Be picky: membership must be a privilege.
* Keep it simple: reduce complexity for speed and flexibility.
* Reward the right results: worthy partners deserve worthy goals.
* Listen hard and talk straight: insist on honest, two-way communication and learning.
* Preach what you practice: explain your principles, then live by them. Providing tools for implementing the timeless principles of loyalty in a volatile economy, Loyalty Rules! is a practical guidebook for taking the high road in business-the only road that leads to lasting success.

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Gurús del Marketing: Frederick Reichheld

Considerado como uno de los “25 mejores consultores del mundo”, Frederick. F. Reichheld es fundador y director general de Bain & Company, unas de las compañías más prestigiosas del mundo en su sector. En el seno de la empresa, Reichheld ha creado, dirige y controla Company’s Loyalty Practice, un área especialmente dirigida a maximizar las estrategias de fidelización de sus clientes. Autor de los famosísimos best-sellers Loyalty Rules! y The Loyalty Effect, Frederick F. Reichheld es, además, profesor de la Harvard Business School.

Reichheld, considera que actualmente, cada vez más compañías reconocen que el valor que tiene el ciclo de vida de un cliente es la forma correcta de considerar la rentabilidad; tienen incluso analistas que observan muy de cerca los costos de adquisición de un cliente, debido a que éstos se están incrementando. Entonces, cada vez más ejecutivos ven que la lealtad del cliente es vital, y creo que serán más inteligentes al administrarla correctamente.

La otra cosa es que muchas empresas ni siquiera pueden medir las tasas de retención de clientes. Creo que el 15 o el 20 por ciento, como máximo, de las compañías que he visto miden la retención. Con Internet, ya no hay excusa para no hacer un seguimiento de los clientes reiterativos en sus compras, de los prospectos, del porcentaje de penetración. Así que la herramienta está ahí, como un arma. Algunas compañías la van a aprovechar y algunas se van a disparar con ella.