Harvard Business Review on Increasing Customer Loyalty

by Harvard Business Publishing

How do you keep your customers coming back-and get them to bring others?If you need the best practices and ideas for making your customers loyal and profitable--but don't have time to find them--this book is for you. Here are nine inspiring and useful perspectives, all in one place.This collection of HBR articles will help Turn angry customers into loyal advocates- Get more people to recommend you- Boost customer satisfaction by satisfying your employees- Focus on profitable customers--whether they're loyal or not- Invest in the right CRM technology for your business- Mine customer data for more effective marketing- Increase your customers' lifetime value

Genres: Business, Nonfiction

240 pages, Kindle Edition

First published February 24, 2011

About the author

Harvard Business Publishing (HBP) is a publisher founded in 1994 as a not-for-profit, independent corporation and an affiliate of Harvard Business School (distinct from Harvard University Press), with a focus on improving business management practices. The company offers articles, books, case studies, simulations, videos, learning programs, and digital tools to organizations and subscribers.
HBP consists of three market units: Education, Corporate Learning, and Harvard Business Review Group. Their offering consists of print and digital media (Harvard Business Review, Harvard Business Review Press books, Harvard Business School cases), events, digital learning (Harvard ManageMentor, HMM Spark), blended learning, and campus experiences.

Reviews

[Hannamari · Rating 4 out of 5]

A versatile collection of HBR articles on loyalty through the tears. This covered topics like delighting vs. quick problem-solving, different KPIs (CES, NPS, CSAT), service-profit chain, segmentation and focus, CRM and harnessing customer data, learnings from behavioural science and redesigning service interfaces (human vs. machine). Some examples have aged and technology has progressed, but the principles in these articles are still relevant today.

Each article includes some really good insight. Some key pointers I found particularly interesting:
- Loyalty is born out service encounters, and quick problem solving is more important for loyalty than delighting the customer.
- Accordingly, CES is a better predictor of loyalty than The likes of NPS or CSAT.
- Loyalty alone is not a good predictor of profitability, and customer segmentation should not be based solely on RFM.
- To improve ROI, CRM and customer data efforts should focus on strategic areas with pain points where ”perfect” data is useful. Data should not be collected everywhere just for data hoarding reasons.

[Anders Gustafson · Rating 4 out of 5]

I would've given it a 5, except the chapter with the title that most excited me ("Diamonds in the Data Mine") was essentially 30 pages about the fact that data contains useful information. Thanks genius.

[Alexander K · Rating 5 out of 5]

I am definitely going to look for more books under the Harvard Business Review banner.