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Customer Loyalty Resources Maintaining customer loyalty can be complex and involve major investments in training, technology and marketing, or it can come down to a few simple questions and obsessively practiced steps. Whether it is creating a corporate culture around customers, developing new tools to measure repeat business, or simply finding a better way to handle client complaints, these resources can help you learn more about some of the industry's latest research and innovations. Sales & Marketing Management www.salesandmarketing.com The magazine's website publishes articles on all aspects of customer retention including CRM, building loyalty programs, creating a customer driven culture as well as training and incentives tied to retention. Selling Power www.sellingpower.com This site, a companion to Selling Power magazine, offers information on CRM tools and approaches. It publishes tips on training a salesforce to concentrate on customer loyalty and how to use incentives to support goals. The Griffin Group www.loyaltysolutions.com Jill Griffin, a former marketer for RJR/Nabisco and AmeriSuites Hotels, runs her own consultancy focusing on customer loyalty. Her site includes details on two books she's authored including Customer Loyalty: How to Earn it, How to Keep it. The site also has links to articles. Fred Reichheld www.theultimatequestion.com Fred Reichheld is a Bain & Company Fellow and founder of the consulting firm's loyalty practice. Reichheld's latest book about customer retention is The Ultimate Question. It suggests that a company's performance can be improved by asking customers one simple question: "Would you recommend us to a friend?" The book's website has links to detailed articles and case studies looking at what companies did after hearing responses to that question. The Long Tail www.thelongtail.com Wired magazine Editor-in-Chief Chris Anderson maintains this site in support of his book The Long Tail, and regularly updates it with additional examples that support his contention that, as he puts it, "our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail." |
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