Keep Your Customers: How to Stop Customer Turnover, Improve Retention and Get Lucrative, Long-Term Loyalty

by Ali Cudby

Land your next long-term, lucrative, and loyal customer with total confidence.Keep Your Customers shares a fresh perspective on the old problem of customer relations. It jumps straight into practical strategies and actionable tactics to bring loyalty marketing to life for small businesses and business leaders alike. Ali Cudby shares how to set up customer engagement for loyalty with a company culture to support it.The book provides from real-world consumer behavior stories, business best practices and CEO-led case studies featuring industries ranging from technology (ClusterTruck, PERQ), consumer packaged goods (Soapbox) and retail (Esprit de la Femme, Urban Stems). Interviews with renown venture capitalists Mark Suster and Kara Nortman of Upfront Ventures, Square Capital executive Jackie Reses, and indie music Shudder To Think's frontman Craig Wedren are also featured. Keep Your Customers is based on a proven process that has helped companies around the world improve the lifetime value of their clients.Keep Your Customers is ideal for business leaders who want to grow without being stuck in the endless grind of new customer acquisition. It shares why loyalty in the business world matters and walks companies through the strategies and tactics that boost long-term customer value.It costs 5 to 25 times more for companies to acquire a new customer versus retaining an existing one. That means a company's process to keep its customers is tied directly to its revenue and profitability. In Keep Your Customers, Ali Cudby provides insights from business leaders beginning with legendary executive Kay Koplovitz.Drawing from real-world client stories, business best practices, and case studies featuring company CEOs, Keep Your Customers has everything companies need to get started immediately. Ali shares the entire proven process that has helped companies around the world cultivate lucrative, long-term customers.Who can benefit from reading Keep Your Customers?Business Leaders interested in tying consumer behavior to customer retention through brand loyalty programming and systems of work.Entrepreneurs looking to crack the customer relations mystery wide open while they grow their business - not after it's come to bite them via lost clients.Managers and leaders at all levels in all industries who want to improve communication skills across their teams while massively improving the overall customer experience in ways that actually make a difference.

223 pages, Kindle Edition

Published January 7, 2020

Reviews

[M. Saxton · Rating 5 out of 5]

Learn how to use a great customer experience to make lucrative loyal customers.
This book starts with a great definition of customer loyalty - truly loyal customers not only act loyal but also genuinely care about their relationship with your company. Behaving loyal is not enough. Too many companies see loyal behavior and think they have customer loyalty. But, they don’t. I love how the author defines lucrative vs. limited vs. lazy loyals.

Academic research confirms that people buy emotionally as well as rationally. Ali’s process recognizes the importance of connecting emotionally and celebrating the buyer in order to maximize customer retention. Too many companies focus on their side of the buy. They need to see the buyer’s side. In Keep Your Customers, Ali outlines the steps to impacting the buyer fully to increase customer loyalty.

The examples from ClusterTruck, Soapbox, Urban Stems and other example really brings alive the ideas behind making customer experience a success and driving up customer loyalty. It helps to see how others did it.

Anyone thinking about why and how to prioritize their investments in existing vs. new customers will benefit from this book. They should prioritize customer retention. The book outlines a step-by-step process makes it easy to figure out where to make changes that retain customers and maximize their profitability. So, what’s your bullseye going to be? And, what’s going in your bullseye book?

[user48573452 · Rating 3 out of 5]

If you have the type of business that employs a team of staff and has hundreds / thousands of customers then you'll probably benefit a lot from this book.

But I just work by myself, and the nature of my work means not having a huge amount of customers.

I learnt a few really helpful tips in earlier parts of the book, but most of it didn't seem particularly relevant to me, it seems far more focused on larger companies IMO

[Félix Antonio Herrera Pérez · Rating 5 out of 5]

Genial para mantener clientes, desde el cambio como persona, acciones y equipo de trabajo. No habla mucho sobre como recuperar clientes perdidos. Para eso recomientdo "Satisfaction" de Chris Denove.

[Tom Dutta · Rating 5 out of 5]

Every CEO Needs This Book
Author Cudby’s book hit me squarely in my CEO scorecard. In my work as a CEO I have been held accountable by a scorecard with goals for Financial Performance, Culture, People Development to name a few. When a book can be a tool to help a CEO meet their business and personal goals, it’s a win!
This well written book defines a systematic guide to create Lucrative Loyalty with internal and external customers in any business. I liked the 5 Factors to create loyalty, the many case studies and resources a lot. The author well illustrates the connection from Customer Loyalty to company profitability, culture and people development, and more. That’s a direct impact on a CEO’s goals.
I recommend top leaders read this book and give it to their leaders to teach everyone in their companies how to create Lucrative Loyalty so everyone can win!