Table of Contents

Foreword by Maxine Clark Preface: Consistency-Based vs. Delight-Based Customer Loyalty Acknowledgements Chapter 1 Blinded by Delight: The Truth about Customer Loyalty Chapter 2 Less Risk Means More Customer Profits Chapter 3 Risks Lurk Everywhere Chapter 4 Eliminate the Risks That Matter Most Chapter 5 Making the Case for Making Things Easy Chapter 6 Visionary Leaders Create the Imperative Chapter 7 Informal Leaders Move Mountains from the Middle Chapter 8 Products Must Fulfill Customer Expectations Chapter 9 Always Keep Your Promises, Always Chapter 10 Frontline Employees: Satisfaction's Ambassadors Chapter 11 Supervisory Staff: Evangelists of Risk-Free Relationships Chapter 12 Systems That (Em)power the Loyalty Mandate Chapter 13 Stories to Reinforce What Matters to Customers Chapter 14 The Train Wreck of Customer Loyalty Programs Chapter 15 Customer Loyalty: An Institutional Imperative Postscript Notes Index

Promotional Information

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. The authors also provide a fail-safe method for identifying the risks inherent in your business.

About the Author

John A. Larson is the senior partner at 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 the chief catalytic officer of NBM Research. He is an academic, author, executive coach, and management consultant with a global practice.

Reviews

Research is current and well-explained. Summing Up: Highly recommended. Upper-division undergraduates through professionals.
*Choice*

Solid advice for businesses of all sizes.
*Library Journal*

Through research and success stories, Capturing Loyalty offers a new approach to a very old problem, and advances the field significantly for the first time in a decade.
*Forbes, 2018 Summer Reading List*