| List of figures and tables | p. x |
| Preface | p. xi |
| What do customers want? | p. 1 |
| The customer's desire to be loyal | p. 1 |
| Why merely satisfying customers isn't enough | p. 2 |
| The need to impress customers | p. 4 |
| Understanding what customers want | p. 5 |
| Understanding customer behavior | p. 7 |
| Modeling customer expectations | p. 9 |
| The primacy of customers' feelings | p. 11 |
| The new age of customer loyalty | p. 12 |
| How needs shape customer behavior | p. 12 |
| Three needs: an overview | p. 13 |
| Meeting and managing customer needs | p. 19 |
| Lessons in customer loyalty from the past | p. 22 |
| First steps in exploring customer loyalty in the past | p. 22 |
| Customer loyalty in the nineteenth century | p. 24 |
| The realities of nineteenth-century life | p. 25 |
| The rise to prominence of food brands in the mid-nineteenth century | p. 30 |
| The emergence of the product brand | p. 31 |
| The growth in importance of food and drink brands during the twentieth century | p. 37 |
| Developments in customer loyalty since the nineteenth century | p. 42 |
| Conclusion | p. 43 |
| Appendix | p. 44 |
| New customers, new challenges | p. 47 |
| A nineteenth-century model for winning customer loyalty | p. 48 |
| A brief history of time travel | p. 49 |
| Modern expectations of customer service | p. 52 |
| Why the service ethic has deteriorated | p. 53 |
| Trends and fads and their impact on customer demand | p. 54 |
| The driver of change | p. 56 |
| Summary | p. 70 |
| The benefits of winning customer loyalty | p. 72 |
| Do customers want to be loyal? | p. 72 |
| The crucial importance of the lifetime value of a customer | p. 74 |
| More about the commercial benefits of offering customer loyalty | p. 75 |
| Great customer service and cost | p. 76 |
| Delivering on the customer service promise | p. 82 |
| The right approach to managing customer-facing staff | p. 86 |
| Great customer service in the business-to-business world | p. 88 |
| Customer loyalty and service brands | p. 94 |
| The promise offered by the brand | p. 94 |
| Product brands | p. 94 |
| Service brands | p. 96 |
| The pressing need for clarity | p. 102 |
| Service brands and customer loyalty | p. 105 |
| The one question that really matters | p. 107 |
| Roberto-the customer loyalty guru | p. 107 |
| The emotional links between customer loyalty and friendship | p. 110 |
| The Loyalty Effect | p. 115 |
| Winning recommendations through loyalty-building experiences (LBEs) | p. 119 |
| The origin of LBEs | p. 122 |
| The loyalty-building experiences take center stage | p. 125 |
| The crucial importance of loyalty-building experiences (LBEs) | p. 125 |
| Loyalty-building experience 1: "It's easy to access someone who can help." | p. 126 |
| Loyalty-building experience 2: "I spoke to a person who appeared/sounded positive and eager to help." | p. 128 |
| Loyalty-building experience 3: "The person I spoke to listened well to what I had to say." | p. 131 |
| Loyalty-building experience 4: "I felt I had enough time and did not feel rushed." | p. 133 |
| Loyalty-building experience 5: "I got a chance to ask any questions I had." | p. 137 |
| Loyalty-building experience 6: "The person I spoke to seemed to have a good knowledge of what he/she was talking about." | p. 140 |
| Loyalty-building experience 7: "The person I spoke to at the organization really gave me the impression that he/she enjoyed speaking to me." | p. 141 |
| Loyalty-building experience 8: "The interaction was concluded to my complete satisfaction." | p. 145 |
| Conclusion | p. 145 |
| Making loyalty-building experiences happen | p. 147 |
| Facing up to the challenge | p. 147 |
| Creating clarity | p. 148 |
| Creating "climate" | p. 148 |
| Creating consistency | p. 148 |
| John Willmott, Norwich Union Insurance | p. 149 |
| The future | p. 158 |
| Increasing importance of women as customers | p. 159 |
| Increasing importance of older customers | p. 160 |
| Increasing importance of cause-related marketing | p. 160 |
| Increasing importance of one-person households | p. 160 |
| Increased emphasis on individual delivery of service | p. 160 |
| The need to find customers who value what you do | p. 161 |
| The ever-increasing importance of winning more promoters and reducing the number of detractors | p. 162 |
| The increasing role of self-service in customer loyalty | p. 162 |
| The increasing need to recapture the personalized service of the past | p. 164 |
| Increasing difficulty of making unsolicited sales to customers | p. 166 |
| Increasing opportunities for organizations to exploit customer desire to "belong" to organizations with an excellent reputation | p. 166 |
| The need to make the most of existing customers | p. 167 |
| Summary of key points | p. 168 |
| Bibliography | p. 170 |
| Index | p. 172 |
| Table of Contents provided by Ingram. All Rights Reserved. |
