The Butterfly Customer: Capturing the Loyalty ofToday's Elusive Consumer
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- Wiley
More About This Title The Butterfly Customer: Capturing the Loyalty ofToday's Elusive Consumer
English
Susan M. O'Dell is an internationall known consultant and speaker on retail and service industry trends, specializing in marketing, consumer behaviour and organizational design. She is a former principal in Service Dimensions, a consulting company specializing in the retail and service sectors.
Joan A. Pajunen is a recognized service expert and popular speaker. A former principal in Service Dimensions, she has formed a new company TrendSeek-TrendSpeakIntl., which tracks consumer behaviour across North America and interprets customer wants and emerging consumer trends.
English
Butterfly Behaviour.
Breaking Trust With the Customer.
The Return of the Monarch.
The Service Kaleidoscope.
Measuring the Trust Account.
Conducting a 3-D Audit.
No Strategy.
The Expectations Contract: Misreading the Customer.
The Media: Attractive Offer or Fatal Attraction?
The Physical Dimension: The Emperor's New Clothes.
The People Dimension: No Value Added.
Internal Affairs: Culture Clash.
The Service-Empowered Team.
Exercises in 3-D.
Conclusion.
A 3-D Reading List.
Index.
Breaking Trust With the Customer.
The Return of the Monarch.
The Service Kaleidoscope.
Measuring the Trust Account.
Conducting a 3-D Audit.
No Strategy.
The Expectations Contract: Misreading the Customer.
The Media: Attractive Offer or Fatal Attraction?
The Physical Dimension: The Emperor's New Clothes.
The People Dimension: No Value Added.
Internal Affairs: Culture Clash.
The Service-Empowered Team.
Exercises in 3-D.
Conclusion.
A 3-D Reading List.
Index.
English
"reading The Butterfly Customer is an excellent way to refocus your mind on what is really important to a business." (Marketing, 16 August 2001)
