Customer Retention: An Integrated Process for Keeping Your Best Customers by Michael Lowenstein, hardcover, 179 pages, 1995, $27.50



More and more companies today are learning that offering the best products, services, or prices may not be enough to ensure customer loyalty. This book identifies and supports new perspectives that indicate why customer retention is more powerful and effective than customer satisfaction.

Table of Contents

  1. The Myth of Customer Satisfaction
  2. Customer Satisfaction vs. Customer Retention
  3. The Six Failings and Five Cures of Customer Product and Service Performance Measurement
  4. Evaluating Latent and Registered Complaints
  5. Identifying Customer Needs, Expectations, and Problems With Gauging Their Impact
  6. Customer-Provider Gaps
  7. What Is the Competition Doing?
  8. Planning for Research, Developing Research Instruments, and Meaningfully Reporting Customer Service Research Results
  9. Customer Retention Modeling
  10. Effectively Deploying Customer Data Throughout the Organization
  11. Kaizen and the Japanese Approach to Customer Retention: Lessons for U.S. Business
  12. Customer Retention and Its Role in Total Quality and the Continuous Improvement Process
  13. Afterword: Customer Retention Is a Many-Layered Thing

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