Jill Griffin has applied her customer loyalty thinking to today’s upended online world in a new book called, TAMING THE SEARCH-AND-SWITCH CUSTOMER. Provocative title for an important topic.
I heard Jill give a talk at SXSWi about the book and it passed my “Worth-It Test.” For those who didn’t hear Jill at SXSWi, the Society for Word of Mouth (SWOM) is hosting a SEARCH & SWITCH webinar happening on April 1. Hustle up to score some cheap seats to Jill's talk. The $9.95 early bird special will not last long.
Jill’s book gives lots of tactical advice on how businesses of any size can block customer switching tendencies. These money quotes from her book are high-level but once you read the book, you’ll gain all the tactical advice.
RSS READERS ... click here to view the money quotes.
Generating substantial incremental value to keep customers loyal is what we are all talking about...so I asked one of my classes of senior business managers what "value" actually means. What I got back wa a lot of blank looks. Seems like we talk about value and we sort of know what we mean, but...
Barry Nalebuff gives us a great definition of Added Value we can use every day: Added Value is total value MINUS the value without us.
It's a terrific base line to consider when contemplating any move in the business.
If you want to keep your customers, remember: what you get is what you bring to others.
Posted by: Elizabeth Walker | March 26, 2009 at 08:54 AM