{ "item_title" : "The Customer Loyalty Audit", "item_author" : [" Keki R. Bhote "], "item_description" : "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.", "item_img_path" : "https://covers2.booksamillion.com/covers/bam/1/90/776/605/1907766057_b.jpg", "price_data" : { "retail_price" : "70.00", "online_price" : "70.00", "our_price" : "70.00", "club_price" : "70.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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