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The Customer Loyalty Audit
Paperback
Business GeneralManagementMarketing
ISBN13: 9781907766053
Publisher: Cambridge Strategy Pubn Ltd
Published: Nov 18 2010
Pages: 140
Weight: 0.78
Height: 0.30 Width: 8.27 Depth: 11.69
Language: English
In an age where customer satisfaction is no longer good enough, your organisation must take steps to build absolute customer loyalty. Do you have a CCO (Chief Customer Officer) as well as a CEO and a CFO? If not, should you have one?
As customer loyalty becomes the Holy Grail for any successful business, this audit lets you ask: How loyal are our customers? and much more important How well-equipped are we to win and maintain customer loyalty? After a persuasive briefing on managing the transition from customer satisfaction to customer loyalty, this audit sets out a 7-Step Roadmap:
1.Top Management Commitment and Involvement - the essential first step in laying the groundwork for any customer loyalty programme.
2.Establishing a Base Line - Internal Benchmarking - gathering best practice data from within your own organisation.
3.Determining Customer Requirements - these can never be guessed or taken for granted.
4.Assessing the Capabilities of Competition - your customers are making these comparisons, so you have to.
5.Measuring Customer Satisfaction and Customer Loyalty - customer satisfaction metrics look simple but are notoriously unreliable: find out which approach to use in which situation.
6.Analysing Customer and Competitive Feedback - develop a system for tracking, recording and analysing feedback.
7.Continuous Improvement - developing a system for continuously reviewing progress, repeating the audit and making further changes and improvements.
Each step includes a ready-made audit questionnaire and rating form that you can run right away - giving you more than 130 questions to help you see right inside your processes and procedures for establishing and maintaining customer loyalty.
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