Praise for LOYALTY MYTHS
"Keiningham et al. have fired a full broadside at the 'managerially correct' and seemingly unassailable notion that customer loyalty is all that matters. In examples, including First Chicago, Tansa, and Ryanair and through broadly researched data and analysis, they show that knowing what customers want and will pay for is the issue. This is a great place to start when doing a full review of the effectiveness of your marketing spend to find advantage in your competitors' inabilities to differentiate themselves."
-GEORGE STALK, Senior Vice President, The Boston Consulting Group and coauthor of Hardball: Are You Playing to Play or Playing to Win?
"This book is a must-read for every executive who is interested in reshaping their loyalty programs. The authors have presented the 53 myths with excellent supporting materials, which make everyone rethink their firm's loyalty strategy. I have no doubt that this book will revolutionize the thinking behind the loyalty concept."
-V. KUMAR, ING Chair Professor, University of Connecticut and coauthor of Customer Relationship Management: A Databased Approach
"Loyalty Myths provides great insight as to why simple answers never work in customer loyalty. The authors show, with many real-life examples, how businesses can go wrong in adopting an unquestioned mantra of 'customer loyalty is all that counts' and illustrate how it will most likely not help, but hurt profitability. Finally, the book gives managers a guide to get started on a more comprehensive approach to customer loyalty that already whets one's appetite for the sequel to this must-read book."
-PETER JUEPTNER, Executive Vice President, The Great Atlantic and Pacific Tea Company
"Loyalty Myths is a must-read for anyone who manages customer loyalty. Keiningham and his colleagues mix their own considerable experience with the latest academic knowledge, and package it in an entertaining way."
-RONALD T. RUST, David Bruce Smith Chair in Marketing, University of Maryland, and Editor of the Journal of Marketing
"It's no joy to have your beliefs challenged, even rubbished, but it's very healthy! Anyone interested in customer loyalty will enjoy trying to prove the authors wrong."
-SENATOR FEARGAL QUINN, CEO, SuperquinnStores, Ireland, and author of Crowning the Customer: How to Become Customer Driven
Inhaltsverzeichnis
Myths. Preface.
INTRODUCTION: The Myths of Loyalty: Did the Gods Mislead Us?
Chapter 1. Loyalty Myths That Subvert Company Goals.
Chapter 2. Loyalty Myths Contaminating Company Management Practices.
Chapter 3. Loyalty Myths about Customers: Their Needs, Behaviors, and Referrals.
Chapter 4. Loyalty Myths Concerning Loyalty Programs.
Chapter 5. Loyalty Myths about Loyalty, Share of Business, and Profitability.
Chapter 6. Loyalty Myths Regarding Employees.
Chapter 7. The Foundations of Customer Loyalty.
Chapter 8. The Right Way to Manage for Customer Loyalty.
Acknowledgments.
Notes.
Index.
