Capturing Loyalty ─ How to Measure, Generate, and Profit from Highly Satisfied Customers

Written by two highly successful business coaches and management consultants, this book explains how to improve profitability by focusing on turning a business's already satisfied customers into highly satisfied customers by removing their sense of risk, and it provides a fail-safe method for identifying the risks inherent in your business.

• Provides research-based insights into consumer behavior across a diverse series of businesses, including health care, food service, hotels, pharmaceuticals, and retail

• Demonstrates that the idea of there being a linear relationship between customer satisfaction and customer loyalty is a myth

• Refutes the oft-heard objection that creating highly satisfied customers is too costly by showing that highly satisfied customers are consistently 2–5 percent cheaper to serve than satisfied ones

• Offers business owners and managers a proven methodology for better understanding the key aspects of a company's product and services offerings that create highly satisfied customers

• Examines the organizational challenges inherent in deploying a customer loyalty initiative and discusses ways that successful companies have overcome them

John A. Larson is senior partner in John Larson and Company, a firm specializing in helping clients increase their growth and profitability by improving the loyalty of the customers they serve.

Bennett E. McClellan is an academic, author, executive coach, and management consultant with a global practice.