Publisher's Synopsis
It is widely recognised that not all customers are equal, and that 80% of an organisation's profits can come from 20% of its customers. Yet many companies are still unaware of who these customers are and therefore fail to recognise the importance of their loyalty to their business.
This audit shows you how to plan and implement a customer loyalty audit in a straightforward and practical manner. It provides you with a framework that addresses some of the logistical and process requirements of conducting a customer loyalty audit, it describes:
- How customer satisfaction can achieve true competitive advantage
- The importance of achieving lifelong customer retention
- How to differentiate between various groups of customers and focus on core customers
- The principles of customer loyalty
- The steps needed to attain and maintain customer loyalty
