The Customer Rules: The 14 Indispensible, Irrefutable, and Indisputable Qualities of the Greatest Service Companies in the World

by Beemer, C. Britt; Shook, Robert

• ISBN13: 9780071603652
• ISBN10: 0071603654
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-09-17
• Publisher: McGraw-Hill Education

Summary

Whether you run your own company or work for a large corporation, establishing customer loyalty is a prerequisite for business growth. InThe Customer Rules, C. Britt Beemer, a leading consumer research and marketing consultant, and bestselling business author Robert Shook offer practical advice on how to build a robust company culture based on the concept of unsurpassed customer-service designed to increase your market share.A combination of extensive market research unprecedented in scope, as well as close studies of fourteen companies that excel in the area of customer service,The Customer Rulesdistills profitable lessons on how to achieve strong customer loyalty. Referencing specific research findings, Beemer and Shook examine the obstacles that too often distract a company's focus from its most important task--providing preeminent service and creating a unique customer experience. The authors then supply fourteen workable solutions to ensure the return of customers time and time again, including: Instill the importance of customer service in every employee Use a "small-town" approach to meeting customers' needs no matter how big your company is Develop a unique identity your customers will seek out Maintain a focus on the customer before, during, and after the saleSuccess in retail, service, manufacturing, or any other business always boils down to the customer experience. Beemer and Shook use in-depth interviews with high-level managers from such companies as Chubb, NetJets, Edward Jones, Lexus, Johnson & Johnson, and Four Seasons Hotels to illustrate the best ways for creating exceptional customer service.The Customer Rulesgives you the tools you'll need to become the undisputed leader in your industry.

Author Biography

C. Britt Beemer is founder and CEO of America's Research Group (ARG), a national consumer research firm that has interviewed more than eight-million consumers. He is the author of It Takes a Prophet to Make a Profit and Predatory Marketing...

Robert L. Shook is a bestselling author of many business books, including Longaberger, a number-one New York Times bestseller, and The Pep Talk.

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Table of Contents

Acknowledgments	p. ix
Introduction	p. xi
Everyone's Job	p. 1
Sell Your Employees First	p. 19
The Company Culture	p. 43
Being Big, Thinking Small	p. 73
The Total Customer Experience-Before, During, and After the Sale	p. 95
The Personal Touch	p. 119
It's about Time	p. 145
Why Selling a Service Differs from Selling a Product	p. 169
When Price Rules	p. 185
Multiple Tiers of Customers	p. 203
Satisfy Main Street First, Then Wall Street	p. 221
The Power of a Strong Brand	p. 233
The Value of a Customer	p. 263
Change Is Constant	p. 279
Afterword	p. 301
Endnotes	p. 303
Index	p. 323
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