Customer loyalty can be defined as the adherence of customers to a company. Customer loyalty and why it matters now more than ever. Publication date 1997 topics consumer satisfaction. It is proposed that the antecedents of customer loyalty are be partitioned into three categories. Jill griffin wrote the book on loyalty tactics with customer loyalty. Customer loyalty latent loyalty describes the loyalty of those who already love a product or service, but whose rate of purchase is not as high as it could be. She explains that oftentimes more thought and preparation goes into how to get the telephone to ring strategy, than what to do once it rings execution and implementation. The following is a highlighted summary of the book, customer loyalty, published by josseybass. This article discusses the difference between brand loyalty and customer loyalty and the methods used by researchers in academic research. Abstract with the aggravation of the market competition, customer loyalty has become one of the.
Ive had the privilege to research, write, and speak on customer loyalty strategies for three decades. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Both the frontline salesperson concerned with a single customer and the senior manager responsible for the organizationwide sales and marketing strategy will find griffins profit generator system a useful process for building a base of. Taming the searchandswitch customer by jill griffin. In order to increase the number of the customers, development of customers satisfaction is very important. Customer loyalty, page 2 introduction the proposed model is theoretically grounded in the multiattribute attitude literature. The second factor of perceived alternatives means that even if a customer hates their service, they could still be loyal to the company. Known as the loyalty maker, jill griffin is an independent public board director, an internationally published harvard working knowledge author, a noted corporate advisor on customer loyalty, the author of a series of customer loyalty videos on. Jill griffin focuses on the factors that affect customer loyalty in this highly practical book filled with tactics you can implement in your own business. You can read this ebook on any device that supports drmfree epub or drmfree pdf format. An interview with jill griffin, founder and president, griffin group, author.
As a vice chair of lubysfuddruckers restaurants nyse lub, jill knows what real customer service means and how customer service is valued. Robert stephen, founder, the geek squad in todays googlized marketplace, taming the searchandswitch customer is a mustread. From publishers weekly management consultant griffin here addresses the. Her clients include microsoft, ford, arthur andersen, hewlettpackard, marriott hotels, and advanced micro devices. Whether your business is small or large, product or servicebased, retail or wholesale, this book offers proven. She then shares proven customerretention techniques, using examples from large, successful organizations, and shows how you can learn from your best customers buying behavior. Even if you offer the best prices, if you have poor customer service, they will find somewhere else to shop. One of my favorite questions to answer is how exactly do you build customer loyalty and my answer is understand how your customers experience value and then excel on those terms. Jill griffin is a harvard working knowledge author of three books on customer loyalty. Jill griffin is the author of the internationally published business best seller, customer loyalty. Jills participation was a cornerstone of the meeting since it was suppose to enable and reenforce the concepts of loyalty and customer focusour main 2012 themes. Introduction loyalty can be analyzed both from the perspective of a company and a consumer. She serves as public board director for lubys cafeterias, fuddruckers and jimmy buffets cheeseburger in paradise restaurants.
From publishers weekly management consultant griffin here addresses the failure of the market share theory. Lowenstein are consultants on customer and staff loyalty. This hardcharging founder and ceo of a highly successful austin. Griffin is president of the griffin group in austin, texas. I learned that it is intangible, sometimes unpredictable, and a twodimensional attribute. Six stages of customer loyalty and how to leverage them. Customer winback how to recapture lost customers and keep them loyal jill griffin and michael lowenstein chapter one. Her loyalty consultancy, the griffin group, is headquartered in austin, texas. Publication date 1997 topics consumer satisfaction, customer services, customer relations, kundenbetreuung, verbraucherzufriedenheit.
Jills book is a great start on how to make your service experiences better than they are today. Loyalty begins and continues with continually satisfied customers. Brand loyalty in marketing has been associated with a posi6tive perception by consumers towards the brand while customer loyalty has been associated with the spending power of consumers induced by. Improving customer loyalty by getting rid of themisunderstanding. How to earn it, how to keep it, and coauthor of the soundview best books award winner, customer winback. The influence of brand experience and service quality to. Building customer loyalty responsible finance forum. Growing and keeping customers, translation dwi kartini.
Prior to founding the griffin group, a company that specializes in customer loyalty research for firms including dell, hewlettpackard and sprint, jill griffin was a senior brand manager for rjrnabisco and national director of sales and. This study discusses the effect of brand experience and service quality on customer loyalty mediated customer satisfaction. Jill is a seasoned independent public board director. Jul, 2015 the customer loyalty definition wikipedia decided upon is customer loyalty is made up of three factors. The purpose of this study was to determine and analyze in depth the effect of brand experience and service quality on customer loyalty mediated customer satisfaction at. How to earn it, how to keep it, now in its second edition. To gain loyalty of current customers and create attachments, the growing ranks of entrepreneurs decide on implementation of loyalty programs. Opinions expressed by forbes contributors are their own. Apr 19, 20 also the price of a book customer loyalty.
Customer winback by jill griffin overdrive rakuten. Make sure you have jill s bestselling loyalty books on your shelf most firms consider the lost customer a lost cause. In this book, jill griffin outlines the seven stages of customer affinity, beginning with the potential customer or suspect as griffin call him through the stages. Widespread use of the internet has changed how customers expect relationship building to work. In this revised edition, author jill griffin gives practical advice on garnering loyalty from customers. Jill griffin created an excellent book on customer loyalty. Offering high quality customer service is essential to your businesss success. How to earn it, how to keep it kindle edition by griffin, jill, herres, robert t download it once and read it on your kindle device, pc, phones or tablets. Jill griffin seasoned public board director with deep expertise in building customerdriven culture. Lowenstein is managing director of customer retention associates in collingswood, new jersey.
Customer loyalty download free ebooks epub, mobi, pdf, txt. Jill griffin is president of the griffin group, an austin, texas, firm providing customer and staff loyalty research, keynote speaking, and loyalty and winback program consulting. Feb 17, 2014 jill griffin is an internationally recognized expert on customer loyalty. She serves as public board director for lubys cafeterias, fuddruckers.
In addition, factors influencing customer satisfaction and loyalty, measuring customer satisfaction, importance and approaches are explored. Jill griffin, president, the marketing resource center inc. Most firms consider the lost customer a lost cause. North america south america central america europe asia africa. With loyalty being an important aspect in quality service to a customer, griffin takes the reader on a journey on the meaning of loyalty and how it is earned and kept with an organization. University of south carolina moore school of business, griffin group, nacd texas tricities chapter. Customer loyalty is critical to your bottom line success. Finally, reichhelds research and that of loyalty consultants jill griffin and michael lowenstein has demonstrated that keeping existing customers costs substantially less to a company than acquiring new ones. Similarly, in chapter four methods of managing customer relationships are described. Use features like bookmarks, note taking and highlighting while reading customer loyalty. How to earn it, how to keep it, by jill griffin is so budget friendly. How to recapture lost customers and keep them loyal. We found some servers for you, where you can download the ebook customer loyalty by jill griffin pdf for free. How to recapture lost customersand keep them loyal.
But in this ground breaking book, jill griffin and michael lowenstein provide you with stepbystep solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Griffins core message is that there is no technological silver bullet that will solve your businesss growth problems, so you need to get back to the basics of providing a service. Last, jill provides guidance on how to embed customerloyalty practices into every level of your organization. Her clients include microsoft, ford, arthur andersen, hewlettpack. Sep 10, 2007 jill griffin is a harvard working knowledge author of three books on customer loyalty. Even if businesses make mistakes, loyal customers will not leave. Griffin deals with a complex subject and comes to a logical conclusion. I am a bestselling customer loyalty author and speaker. Customer relationship management and direct marketing research center on strategies and activities that a company must initiate in order to retain its customers portfolio. Customers know instinctively in their hearts when you deliver value that matters and when. Finally, reichhelds research and that of loyalty consultants jill griffin and michael lowenstein has demonstrated that keeping existing customers costs. The free books online team wishes you a fascinating reading. Customer loyalty expert jill griffin explains how customers form perceptions of your brand, why they switch brands, and how you can manage the relationship between your brand, your productservice.
First, supplyside firmcontrollable customer loyalty antecedents are. How to earn it, how to keep it, she emphasized that companies must do more. But in this groundbreaking book, jill griffin and michael lowenstein provide you with stepbystep solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Nov 25, 2002 a comprehensive howto on achieving loyalty. Is customer satisfaction an indicator of customer loyalty. Jill s mission is to help firms, large and small, build customer loyalty, engagement and retention programs.
Moreover, in the absence of the customer, a business organization would not exist. Ken deangelis, general partner, austin ventures griffin is pure loyalty genius. The various other reasons are that they feel bad as well as have no time to head to guide company to look the publication customer loyalty. Why customer winback is critical to your success by any standards, toni neal was a highvalue customer that any creditcard company would want to keep.
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