The Complete Idiot's Guide to Winning Customer Loyalty

Your company is in your customer's hands.

Essential reading that offers business managers a strategic plan to attract new customers and secure the business of existing ones. Readers will learn important ways of achieving customer loyalty, from developing a customer-driven culture and establishing customer trust to incorporating loyalty initiatives and responding to customer complaints.

• Loyalty program membership exceeded a rate of 30% between 2000 and 2003
• The top 20% of a company's customers account for 80% of sales
• Top customers spend 50 times more than casual customers
• Frequent flier/shopper programs are more popular than ever

Murray Raphel is one of the world's leading speakers and writers on loyalty marketing and has written ten books on loyalty and direct marketing.
Neil Raphel has worked with retailers to implement loyalty marketing programs and is the co-author of Up the Loyalty Ladder and The Loyalty Marketing Resource Book.
Janis S. Raye has helped retailers in a variety of businesses, including art galleries, optical companies, supermarkets, and restaurants, develop programs to find and keep customers.