"Compulsion-to-compare" is a rampant, new customer behavior that, if ignored, can make a serious dent in any company's bottom line. Google and other search technologies have created an unprecedented state of "customer informedness" by which buyers are gathering information online to instantly compare alternatives. This transparency makes getting and keeping loyal customers even harder in today's competitive, information-driven world. Taming the Search-and-Switch Customer addresses these tough, complex realities with proven solutions for large and small B2B and B2C firms. The book includes a "worth-it test" that enables firms to get a real look at whether their customers think their product or service measures up. Jill Griffin (Austin, TX) is known to her clients as The Loyalty Maker(r) for good reason. Since 1988, she has led Austin-based Griffin Group, helping firms worldwide build fiercely loyal customers. Her clients include Microsoft, Dell, Toyota, Marriott, HP, Days Inn, Western Union, and Sprint. Her book, Customer Loyalty (978-0-7879-6388-0) was named to Harvard Business School's "Working Knowledge" list and has been translated into six languages.
Jill Griffin, known to her clients as "The Loyalty Maker," is an award-winning author, consultant, and speaker. Since 1988 she has led Austin-based Griffin Group, helping B2B and B2C firms, large and small, build fiercely loyal customers. She is the author of Customer Loyalty, which was named to Harvard Business School's "Working Knowledge" list and has been translated into six languages, as well as a co-authored book, Customer Winback. An in-demand speaker, Jill keynotes conferences worldwide. Reach Jill at www.loyaltysolutions.com.
Preface. Introduction. Get a Grip. 1. Welcome to the Compulsion-to-Compare Planet. 2. Why Customers Search and Switch. Get the Credit You're Due. 3. Ace Your Buyer's Worth-It Test. 4. Manage Perception Makers and Takers. 5. Be (and Stay) Damn Different. Fortify Your Firewall. 6. Build Customer Trust. 7. Find and Grow Passionate-to-Serve Employees. 8. Look for Tamers That Teach. Move On Now!. 9. Follow the 10 Day Starter Plan. Notes. Acknowledgments. About the Author. Index.