Thompson - Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty

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Winning Strategies for Creating and Sustaining Customer Loyalty

Harvey Thompson

Editor-in-Chief: Amy Neidlinger
Operations Specialist: Jodi Kemper
Cover Designer: Alan Clements
Managing Editor: Kristy Hart
Senior Project Editor: Lori Lyons
Copy Editor: Krista Hansing Editorial Services
Proofreader: Kathy Ruiz
Senior Indexer: Cheryl Lenser
Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig

2015 by Pearson Education, Inc.
Upper Saddle River, New Jersey 07458

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Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America

First Printing December 2014

ISBN-10: 0-13-400969-X
ISBN-13: 978-0-13-400969-8

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Library of Congress Control Number: 2014951564

To Ben and Laura Thompson

The opinions expressed in this book are the result of ten years as global leader of IBMs management consulting practice to transform firms from a traditional inside-out, product-centric focusvulnerable to defectionsto become world-class, customer-centered, and customer-preferred enterprises.

I was privileged to meet, study, and work with business thought leaders across the fields of research and development, academia, professional services, executive education, and senior client management. This provided a unique environment to develop a powerful set of business strategy approaches and build upon what was learned from our collective experiences, which spanned from the boutique strategy era (discussed in ).

Moreover, this second edition of Who Stole My Customer?? is the result of invaluable assistance by the following people:

Dr. William H. Davidson, who long ago advised me to write books rather than articles. As I recall, he said, A book lasts longer and becomes a thick business card. What great advice.

Dr. James W. Cortada, the author of more than 20 business books, who coached my first book and then encouraged and helped to make possible the subsequent ones. A great mentor.

Dr. Terry Vavra and Doug Pruden, who provided expert counsel on the value of quantitative marketing research disciplines to business strategy early in my career, and who continue today as advocates for customer experience management and customer co-innovation.

Dr. Michael Shank, Colin Livingstone. and Robert Deanglobal consulting colleagues and topic experts in their own rightwho graciously contributed their time to review the manuscript and provide professional insights and advice. Additionally, Michael Albrecht, Jitendra Desai, Ron Fetch, and Liselotte Hagertz helpfully responded to research queries regarding key business issues (both todays and future), based on their extensive multi-national, cross-industry experiences. However, any errors of omission or comission are completely my own.

Charlotte C. Mairoana, Editor, Pearson, whose persistence and confidence regarding the need forand value ofthis book convinced me to write it. Thank you, Charlotte.

Amy Neidlinger, Editor-in-Chief, Lori Lyons, Senior Project Editor, and Krista Hansing, Copy Editor, whose supportive editing and cooperative spirit at Pearson were highly valuable and truly appreciated.

Alan Clements, Pearson Education, for the great book cover. Your artwork captured it!

Finally, my thanks to you, the readerand especially to those of you who have kindly contacted me with feedback about my books or to chat about their contents.

Thank you all!

Harvey Thompson

Harvey Thompson is internationally recognized as an authority on how to grow market share and loyal customers by transforming a businessfrom the outside inusing the external customers points of view.

As director and managing principal for IBM Global Services, Customer Value Management Consulting, he built a worldwide network of consultants to help Fortune 500 and Global 1000 senior executives develop an actionable, customer-defined vision of their company as the ideal vendorand then implement it.

Later, as worldwide executive for IBM Business Innovation Services, Customer Loyalty and Relationship Management, his team developed and patented a suite of customer loyalty offerings to provide clients with a customer-focused strategy and an implementation roadmap.

His ground-breaking book, The Customer-Centered Enterprise, was released in 2000 by McGraw-Hill, and received international bestseller acclaim. Executive Book Summaries recognized it as one of the best business books of the year, and the Harvard Business School featured and recommended it on their website. The first edition of Who Stole My Customer?? was released by Pearson-Prentice Hall in 2004. And with this second edition in 2015, his books have been published internationally in twelve editions and nine languages and appear on student reading lists for major universities worldwide.