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基本説明
邦訳：『だから顧客が盗まれる』（ダイヤモンド社・２００４年）
The Japanese edition was featured in Nikkei Business (Issue: January 17, 2005). Offers unique and powerful insights into the world of acquiring and retaining customers.
Full Description
Who's stealing your customers? Why is it happening? How can you stop it? These are the toughest questions facing virtually every enterprise. Who Stole My Customer?? is your complete guide to planning and implementing customer loyalty processes that really work-because they're built around what your customers really want. Harvey Thompson helps you view your business and its processes through your customer's eyes ...and you might be shocked at what you see. You'll systematically discover the real drivers of customer loyalty in your business, so you can focus your customer relationship investments for maximum value. Drawing on his unsurpassed experience at IBM and other world-class enterprises, Thompson shows exactly how to rebuild every touchpoint around your customer's needs ...and overcome every obstacle that stands in your way. You won't just improve customer retention for a quarter or two: you'll build resilient customer relationships that resist competition for years to come.
Contents
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.
