The Butterfly Customer: Capturing the Loyalty of Today's Elusive Customer

Develop difficult-to-attain customer trust and loyalty through predictable and consistent service experience
Today's customer is a "Butterfly Customer," skeptical, not loyal to any product or company, and only yours until the next best thing comes along. The Butterfly Customer defines the true meaning of customer loyalty and provides a master plan for achieving success. Authors Susan O'Dell and Joan Pajunen explain that a better measure of a customer's loyalty is how much trust they place in your business. Here, business managers will learn how to write their own contracts with customers, determine what promises that contract with the customer implies, and focus on delivering service. By running a business with integrity, owners will develop trust with their customers and profit by doing so.
* Includes numerous examples of actual companies and what actions they are taking to capture customers' loyalty
Susan M. O'Dell and Joan A. Pajunen (both from Mississauga, Canada) are Principals in Service Dimensions, a consulting company specializing in retail and service sectors.

Susan M. O'Dell is an internationall known consultant and speaker on retail and service industry trends, specializing in marketing, consumer behaviour and organizational design. She is a former principal in Service Dimensions, a consulting company specializing in the retail and service sectors.

Joan A. Pajunen is a recognized service expert and popular speaker. A former principal in Service Dimensions, she has formed a new company TrendSeek-TrendSpeakIntl., which tracks consumer behaviour across North America and interprets customer wants and emerging consumer trends.

Butterfly Behaviour.

Breaking Trust With the Customer.

The Return of the Monarch.

The Service Kaleidoscope.

Measuring the Trust Account.

Conducting a 3-D Audit.

No Strategy.

The Expectations Contract: Misreading the Customer.

The Media: Attractive Offer or Fatal Attraction?

The Physical Dimension: The Emperor's New Clothes.

The People Dimension: No Value Added.

Internal Affairs: Culture Clash.

The Service-Empowered Team.

Exercises in 3-D.

Conclusion.

A 3-D Reading List.

Index.