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Preface, vii
1. Recognize the Role of Customer Loyalty in Your Success, 1
THE WAY IT IS: SOME WAYS E-COMMERCE FAILS TO BUILD CUSTOMER LOYALTY, 2
CUSTOMER LOYALTY IS YOUR MOST VALUABLE PERSONAL AND BUSINESS ASSET, 2
CUSTOMERS BY ANY OTHER NAME ..., 4
GETTING AND KEEPING CUSTOMERS, 5
SOME SPECIAL CHALLENGES OF E-COMMERCE, 7
WHY SERVICE IS IMPORTANT TO YOU—YES, YOU!, 8
THE ULTIMATE GOAL: ENGAGED, LOYAL CUSTOMERS FOR LIFE, 8
A FINAL THOUGHT, 9
Summary of Key Ideas, 10
Key Terms and Concepts, 11
Application Activities, 11
Endnote: Notes, 11
2. Understand and Deal with Customer Turnoffs, 13
THE WAY IT IS: THE RIPPLE EFFECT OF CUSTOMER TURNOFFS, 14
WHAT TURNS OFF YOUR CUSTOMERS?, 17
VALUE TURNOFFS MAKE CUSTOMERS FEEL SHORTCHANGED, 18
SYSTEMS TURNOFFS INCONVENIENCE CUSTOMERS, 20
PEOPLE TURNOFFS MAKE CUSTOMERS FEEL DISCOUNTED, 22
REDUCING CUSTOMER TURNOFFS: A POWERFUL STEP TOWARD CREATING CUSTOMER LOYALTY, 23
ACKNOWLEDGING MISTAKES AND RECOVERING LOST CUSTOMERS, 24
A FINAL THOUGHT, 25
Summary of Key Ideas, 25
Key Terms and Concepts, 25
Application Activities, 26
Endnote: Notes, 26
3. Exceeding Expectations for Proactive Loyalty Building, 27
THE WAY IT IS: MORE THAN A CLICHÉ, 28
A THEORETICAL RATIONALE FOR EXCEEDING EXPECTATIONS, 28
STAY CLOSE TO CUSTOMERS TO CLARIFY THEIR EXPECTATIONS, 33
THE CONCEPT OF A-PLUS, 33
WHY A-PLUS CAN LEAD TO CUSTOMER LOYALTY, 34
PUTTING A-PLUS TO WORK, 36
EXCEEDING WHAT CUSTOMERS ANTICIPATE, 40
A FINAL THOUGHT, 41
Summary of Key Ideas, 42
Key Terms and Concepts, 42
Application Activities, 42
Endnote: Notes, 43
4. Achieve Loyalty with A-Plus Value and Information, 45
THE WAY IT IS: FINDING THE EXCEPTIONAL, 46
A-PLUS WITH EXCEPTIONAL VALUE, 46
HOW TO CREATE AN ENHANCED SENSE OF VALUE, 47
HOW TO GIVE CUSTOMERS A-PLUS INFORMATION, 55
A FINAL THOUGHT, 61
Summary of Key Ideas, 62
Key Terms and Concepts, 62
Application Activities, 62
Endnote: Notes, 63
5. Achieve Loyalty with A-Plus Personality and Convenience, 65
THE WAY IT IS: PERSONAL RAPPORT GOES A LONG WAY, 66
HOW TO PROJECT A-PLUS PERSONALITY, 67
HOW TO GIVE CUSTOMERS A-PLUS CONVENIENCE, 72
A FINAL THOUGHT, 76
Summary of Key Ideas, 77
Key Terms and Concepts, 77
Application Activities, 77
Endnote: Notes, 79
6. Use Effective Call Centers to Build Customer Loyalty, 81
THE WAY IT IS: EXCELLENT CUSTOMER SERVICE EVERY DAY AT SONY COMPUTER ENTERTAINMENT[2], 82
THE WHAT AND WHY OF CALL CENTERS, 83
WHEN CALLS HAPPEN, 86
CUSTOMER-SERVICE TECHNIQUES FOR BUILDING CUSTOMER LOYALTY, 92
THE E-VOLUTION OF CALL CENTERS, 94
A FINAL THOUGHT, 96
Summary of Key Ideas, 97
Key Terms and Concepts, 98
Application Activities, 98
Endnote: Notes, 99
7. Offer Help Desks to Build Customer Loyalty, 101
THE WAY IT IS: SUNTRUST BANKS ON HELP DESK APPLICATION[2], 102
THE ROLE OF HELP DESKS IN CUSTOMER SUPPORT, 102
WHAT DISTINGUISHES HELP DESKS?, 104
KEY HELP DESK TECHNOLOGIES, 111
THE FUTURE OF HELP DESKS, 115
A FINAL THOUGHT, 118
Summary of Key Ideas, 119
Key Terms and Concepts, 120
Application Activities, 120
Endnote: Notes, 121
8. Apply the Power of CRM to Build Customer Loyalty, 123
THE WAY IT IS: MITSUBISHI SEES EFFICIENCY GAINS[2], 124
MAKING SENSE OF CRM, 124
CRM VERSUS E-CRM, 126
WHAT MAKES UP A CRM SOLUTION?, 127
STEPS TO SUCCESSFUL CRM DEPLOYMENT, 132
KEEPING THE “C” IN CRM, 136
A FINAL THOUGHT, 138
Summary of Key Ideas, 139
Key Terms and Concepts, 140
Application Activities, 140
Endnote: Notes, 141
9. Design Web Sites That Build Customer Loyalty, 143
THE WAY IT IS: SERVICE AS EASY AS CHILD'S PLAY[2], 144
WHAT IS WEB-BASED CUSTOMER SERVICE?, 144
CATEGORIES OF WEB-ENABLED CUSTOMER CARE, 145
THE BUSINESS CASE FOR “WEBIFYING” CUSTOMER SERVICE, 149
USING THE WEB TO BUILD CUSTOMER LOYALTY, 152
A FINAL THOUGHT, 159
Summary of Key Ideas, 159
Key Terms and Concepts, 160
Application Activities, 160
Endnote: Notes, 162
10. Anticipate Future Technology Trends To Build Customer Loyalty, 163
THE WAY IT IS: OF VISIONS AND REVOLUTIONS, 164
SEEING THE FUTURE FIRST, 164
EMERGING TRENDS IN CUSTOMER-SERVICE TECHNOLOGY, 166
A FINAL THOUGHT, 173
Summary of Key Ideas, 173
Key Terms and Concepts, 174
Application Activities, 175
Endnote: Notes, 176
11. Manage People and Technology to Build Customer Loyalty, 177
THE WAY IT IS: TECHNOLOGY MANAGEMENT IS STILL PEOPLE MANAGEMENT, 178
MASTER THE BASIC MANAGEMENT FUNCTIONS, 178
HOW MANAGERS CAN INITIATE AND SUSTAIN AN A-PLUS CUSTOMER LOYALTY STRATEGY, 190
A FINAL THOUGHT, 192
Summary of Key Ideas, 192
Key Terms and Concepts, 193
Application Activities, 194
Endnote: Notes, 194
Index, I-1-1

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