TITLE

The Must-Have Customer

AUTHOR(S)
Gordman, Robert; Brott, Armin
PUB. DATE
September 2006
SOURCE
Must-Have Customer - Business Book Summaries;2006, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
Customers are, of course, the lifeblood of any enterprise; however, winning and keeping the right customers is the key to sustaining increased profitability and growth. Customers fall into one of two categories: core customers and opportunistic customers. Core customers are those who believe strongly enough in the service or product a particular business provides that they are willing to pay a fair price for the security dealing with a company they know and trust. In contrast, opportunistic customers view products and services merely as commodities and will make their purchases from whichever business offers the lowest price. Typically, the opportunistic customer requires high-maintenance and generates low profits. Although it might seem as if servicing these customers serves the business well in the short term, these very characteristics of the opportunistic customer ensure falling profits in the long-term. In addition to core customers and opportunistic customers, the author introduces another classification: "must-have customers." Must-have customers are potential customers who have the same high-profitability characteristics of core customers. They are already purchasing similar products or services from another vendor, paying comparable prices, and expecting to receive high quality merchandise, outstanding customer service, the security of dealing with an organization they know and trust, and the benefit of conducting transactions easily. If this expectation is met, the must-have customer will become a loyal and profitable partner. For any enterprise to survive and thrive in the long-term, it needs to develop a strategy for identifying must-have customers, luring them away from competitors, and turning them into loyal core customers. T he Must-Have Customer lays out seven steps, which, together, allow readers to identify and maintain their core customers, while at the same time, seeking and winning over the elusive must-have customers - the customers that can take a business to the next level. The steps in The Must-Have Customer can help any company create actionable, practical strategies that management can employ to enable even healthy companies grow faster and become stronger
ACCESSION #
23487474

 

Related Articles

  • Customer Satisfaction at Its Best. Beasty, Colin // CRM Magazine;Apr2006, Vol. 10 Issue 4, p16 

    Features several customer service-related books. "Satisfaction," by Chris Denove and James Power IV; "High Performance Marketing," by Naras Eechambadi; "The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got," by Robert Gordman.

  • The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got.  // Publishers Weekly;2/6/2006, Vol. 253 Issue 6, p57 

    The article reviews the book "The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got," by Robert Gordman.

  • The Must-Have Customer: Seven Steps to Winning the Customer You Haven't Got.  // Enterprise/Salt Lake City;4/17/2006, Vol. 35 Issue 41, p15 

    Reviews the book "The Must-Have Customer: Seven Steps to Winning the Customer You Haven't Got," by Robert Gordman and Armin Brott.

  • How GUTSy Is Your Service. Forte, Jay // Sales & Service Excellence Essentials;Feb2008, Vol. 8 Issue 2, p6 

    The article discusses how to develop a guaranteed unconventional total service (GUTS) to promote customer loyalty. First, focus on the need and satisfaction of customers by getting services done right each time. Then make a lasting impression by offering unconventional services that stand out...

  • The Factors Influencing Consumers' Satisfaction and Continuity to Deal With E-Banking Services in Jordan. Alsamydai, Mahmod Jasim; Yousif, Rudaina Othman; Al Khasawneh, Mohammad Hamdi // Global Journal of Management & Business Research;2012, Vol. 12 Issue 14, p129 

    The current study examines the factors affecting customer satisfaction for the continuation in dealing with electronic (e-banking) services. For this purpose, a model has been designed for the study, which included a number of variables which were identified based on an investigation and...

  • AN EXAMINATION OF THE RELATIONSHIPS AND INTERACTIONS AMONG PRODUCT, BRAND, PERSONAL AND SERVICE PROVIDER LOYALTY. Salegna, Gary J.; Fazel, Farzaneh // Journal of Consumer Satisfaction, Dissatisfaction & Complaining ;2011, Vol. 24, p41 

    The article examines the relationships among different types of customer loyalty including product loyalty, brand loyalty, personal loyalty and service provider loyalty. A matrix is presented for classifying the nature of product offerings, and for evaluating the potential impact of personal...

  • CUSTOMER LOYALTY - THE MAJOR GOAL OF CUSTOMER RELATIONSHIP MANAGEMENT. Scriosteanu, Adriana; Popescu, Daniela // Annals of the University of Craiova, Economic Sciences Series;2010, Vol. 3, p1 

    This paper presents the importance of customer relationship management (CRM) and customer loyalty for any organization that whishes to be successful and competitive in the market. A new emphasis in marketing and CRM is more and more widespread - creating customer relationships.In a competitive...

  • SHOPPING EXPERIENCE NO MERCADO DE LUXO: CASO H. STERN. Mariana^de Queiroz Brunelli; de Araujo, Fábio Francisco; Gonçalves Barbosa, Paula; Queiroga Monteiro, Ana Paula; Tarrisse da Fontoura, Carlos Frederico; Molaro, Bruno // Revista Pensamento Contemporâneo em Administração;abr/jun2012, Vol. 6 Issue 2, p14 

    The introduction of the concept of experience as a key variable for obtaining competitive advantage and customer loyalty has changed in a paradigmatic way the discourse on brands and consumer. In this context, the objective of this study was to seek understanding of concept of shopping...

  • THE INFLUENCES OF BRAND EQUITY IN COMPETITIVE ADVANTAGE AND PERFORMANCE OF SPA BUSINESS IN THAILAND. Nurittamont, Wasutida; Ussahawanitchakit, Phapruke // Journal of International Business Strategy;3/20/2008, Vol. 8 Issue 2, p14 

    This study aims at examining and investigating the influences of brand equity in competitive advantage and performance of Spa business in Thailand. According to the existing literature, brand equity is the value added for products and services that will help businesses obtain greater competitive...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics