Review of 1,001 Ways to Keep Customers Coming Back: WOW Ideas That Make Customers Happy and Will Increase Your Bottom Line (Paperback)

Ever since The Loyalty Effect was published, companies have come to understand that it is usually far more profitable to keep existing customers than to acquire new ones.Since companies usually focus more ongetting the new ones, that left a problem for executives:What are goodways to retain customers?

The book vaults into the gap by addressingmajor areas like creating a better bundle of products and services (offerstamps in a card shop in a tourist town like Williamsburg where the postoffice has long lines), add incentives (free gifts, coupons, rebates,special financing, and contests), tap into or build communities ofinterests (like those who love Harleys), building trust by standing behindyour work (deliver what you promise and make good if you don't), give firstin order to receive (this often means helping a charitable purpose withsome of your proceeds), reward all customers as though they are your bestcustomer (with a smile, recognition, respect, etc.), treat your bestcustomers even better (they account for 80 percent of profits and therearen't very many of them), make it easy (automatic reorder andreplenishment), go to your customers, personalize what you offer to yourcustomers, and become a champ at customer service.

These are all validconcepts, and seeing 100 or so examples of each point makes it easier toimagine how to apply these principles to your own business.That's thestrength of the book.

My only quibble was that it seemed like theexamples pretty much came from the same companies in each area.I think Inow know more about Merrie Maids than I really need to know, and a lot ofthe examples are pretty obvious.Usually books of lists have more varietyand more intriguing examples.

Perhaps this limitation is just becausethis subject hasn't been thought about enough.I hope the authors comeback with an update on this book in a few years with zingy examples thatare based on things you, the reader, have developed as a result of studyingthis book.

May you have irresistible success in keeping your customers!



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