Customer Loyalty: How to Earn It, How to Keep It

As the managing editor of CRMGuru.com, the largest online community of business professionals focusing on customer loyalty and related issues, my bookshelves are overflowing with review copies of books on CRM, loyalty, customer centricity and the like. Jill's book does not reside on these bookshelves. Her latest second edition sits next to my computer monitor, within easy reach. I use it frequently as one of my "customer loyalty bibles" when looking for case studies and working examples to weave into our numerous newsletters and online forum discussion board topics. Jill goes beyond information; she allows the reader to engross herself as a customer of the book. It is a win-win situation for all customers. A must read in my book! So much so that I list it in my suggested reading for students in my entrepreneurial classses that I teach on the college level.Carol Parenzan SmalleyManaging EditorCRMGuru.com

If your goal is to build customer *loyalty*, then you should read this book. Many people talk about the concept, but this book will help you actually understand HOW and WHY it occurs AND how to go about building it in your service or business. The true-life examples from many companies will help you understand what has worked for others and will allow you to apply the learning to your company. This is not a theoretical book - this is about real life. The book also discusses the difference between customer satisfaction and customer loyalty. As someone who has gone "behind the scenes" and analyzed survey data and customer defection rates, I was happy to see someone outlining this critical distinction. Someone who is "satisfied" is not necessarily "loyal" - and they could head off to a competitor any day. The book is also written in an engaging manner that makes it enjoyable to read. That is not always the case in business book!Life would be better if every company you ever had to deal with adhered to the principals outlined in this book...

As a marketing consultant, I have found this book extremely valuable. It will be extremely valuable to ANY business and will make you change your view on how your business should opperate. It is written in a simple clear manner so a student can understand it, yet as professional with 14 years of experience, I found many interesting concepts.

As a business developer, I tend to look for quality business advice that is both practical and true to real life situations. I hit a "bulls-eye" with Jill Griffin's "Customer Loyalty, How to Earn it - How to Keep it!" And what a plus to find it also to be relational in a genuine way. For that is the best kind of business. And the author illustrates that truth with so many wonderful examples.Of course there is a difference between customer satisfaction and customer loyalty! But Jill Griffin is the first person I've read who points it out. We all need to be wiser about the customers we have. Why do we spend so much time looking for new customers, out there somewhere, compared to our existing clientele? Here we have an author who shows us how to easily nuture the customers we have toward additional sales AND toward being our supporters and promoters for new clients as well. As I read "Customer Loyalty" through, I immediately and consistently found myself thinking, "A bird in the hand is worth at least 12 in the bush!"

Jill Griffin delivers practical strategies that will enable businesses of any size to attract and keep loyal customers. Written in an anecdotal style, the book delivers a wealth of examples that provide specific recommendations for building loyalty. Griffin clearly differentiates between customer "satisfaction" and customer "loyalty" and proves that the latter is what directly impacts the bottom line.This is the kind of book you'll want to purchase for your business library, and one that you'll refer to regularly for creative inspiration.