Books
Aftermarketing
By: Terry Vavra
One of the first CRM books. Aftermarketing offers a theory-based yet pragmatic plan for building an effective customer retention program. The book unites database development, satisfaction research, customer service and direct marketing showing how to combine them to strengthen relationships with customers.
Customer Delight
By: Terry Vavra
The Customer Delight Principle reveals how today’s leading marketers consistently retain and grow their customer bases – by moving beyond satisfaction to discover and fill each customer’s unseen yet essential needs. This book shows how dramatically increase an organization’s positive customer experiences, driving customers to new levels of repeat purchasing and loyalty.
Customer Satisfaction Measurement Simplified
By: Terry Vavra
Recent changes to the ISO 9001:2000 international standard require organizations to measure customer satisfaction. Customer Satisfaction Measurement Simplified is the first book to assist in meeting this requirement. Using graphics, charts and examples with real data drawn from the author’s own experiences, the book guides the process of implementing a CSM process.
Improving Your Measurement of Customer Satisfaction
By: Terry Vavra
Written to answer almost every issue faced by the customer satisfaction professional, Improving Your Measurement of Customer Satisfaction helps improve the structure and content of satisfaction programs. It provides the rationale, identifies specific opportunities and suggests distinct programs to improve the value of a CSM initiative.
Loyalty Myths
Loyalty Myths reveals the ugly truth about customer loyalty: almost everything businesspeople have been told about it is wrong! Most popular loyalty maxims are based on questionable data or on a faulty reading of good data. And customer loyalty doesn’t always pay the way it’s been promised. Here’s a realistic loyalty planning process validated by the authors and leading marketing scientists.
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