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Creating Customer Loyalty: Build Lasting Loyalty Using Customer Experience Management

Chris Daffy



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Kogan Page
15 April 2019
Business & Economics; Sales & marketing management; Sales & marketing
Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers.

Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.
By:   Chris Daffy
Imprint:   Kogan Page
Country of Publication:   United Kingdom
Dimensions:   Height: 233mm,  Width: 158mm,  Spine: 14mm
Weight:   410g
ISBN:   9780749484309
ISBN 10:   0749484306
Pages:   264
Publication Date:   15 April 2019
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Unspecified

Chris Daffy is an established author, speaker and writer, with over 20 years' experience helping organizations to improve customer service, experience management and loyalty building. He provides training throughout the UK and Northern Europe with clients including: Airbus; Air Products; AXA; BAE Systems; BBC; Barclaycard; Brenntag; DHL; Dorchester Hotel; JCB; Legal & General; Pizza Express; Saint Gobain Group; Toyota/Lexus; Unilever Group; Watches of Switzerland.

Reviews for Creating Customer Loyalty: Build Lasting Loyalty Using Customer Experience Management

Quite frankly, I couldn't put it down! The perfect mix of stories combined with research that spans a lifetime, with wonderful examples from a broad church of industries such as Ritz-Carlton, SW Airlines and M&S. I will be buying copies for my team. --Peter van Peborgh-Gooch, General Manager - Visitor Centre, William Grant & Sons Distillers Chris Daffy has an incredible ability to make the complicated stuff simple to understand and his work has been of great value to me personally, fantastic for my team's development and hugely beneficial for our business. --Magda Dexter, Customer Experience Director, Saint-Gobain Building Distribution Sector, UK and Ireland This is probably the most comprehensive work, providing a true 360 on the topic of loyalty, that I have read in a long time. It presents simple and clear methods without jargon, which in true Daffy style are practical, not just theoretical. This is an essential manager handbook for best practice in customer loyalty. --Nic Cunliffe, Sales Support Director, Vaillant Group UK This is the bible of customer experience. It has everything you need to know about the subject. --Marius Persinaru, Country President, Schneider Electric Romania

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