Life belt the definitive guide to managing customer retention

The concept is not rocket science, but its implementation is more of a challenge. It involves a fundamental change within the organization. In this book John Murphy introduces 'The Lifebelt' - quite literally an aid to keeping afloat in this pressured environment. The Lifebelt is a framework that offers a practical way forward to integrating and mobilizing the entire organization toward a holistic CRM programme.

The proprietary framework features six key factors identified as being essential for consistent delivery of service: customer focus, processes, employee involvement, training, measurement, and continuous improvement.

John Murphy outlines how each of the factors should be owned by an appropriate member of the top management team. When this framework is systematically and effectively implemented and managed it will considerably enhance the customer retention capacity of the company.

The logic of the framework applies to virtually all industries internationally.

Managers and marketers across the board will find this book one most practical guides to retaining customers published to date.

Contents

• Introduction
• Economics of retention
• Understanding customers
• Customer focus
• Processes and systems
• Employee involvement
• Training and development
• Measurement
• Continuous omprovement
• Communications
• Leadership
• Formalizing a service excellence customer retention strategy
• Bibliography
• Index