Joan Koob Cannie - Turning lost customers into gold: --and the art of achieving zero defections

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title	:	Turning Lost Customers Into Gold : --and the Art of Achieving Zero Defections
author	:	Cannie, Joan Koob.
publisher	:	AMACOM Books
isbn10 | asin	:	0814451101
print isbn13	:	9780814451106
ebook isbn13	:	9780585023038
language	:	English
subject	Consumer satisfaction, Customer services, Customer relations.
publication date	:	1994
lcc	:	HF5415.5.C363 1994eb
ddc	:	658.8/12
subject	:	Consumer satisfaction, Customer services, Customer relations.

TURNING LOST CUSTOMERSINTO GOLD ...and the Art of Achieving Zero Defections

Page iii TURNING LOST CUSTOMERS INTO GOLD ... and the Art of Achieving Zero Defections JOAN KOOB CANNIE American Management Association New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C. Brussels Toronto Mexico City

Page iv This book is available at a special discount when ordered in bulk quantities. For information, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Cannie, Joan Koob. Turning lost customers into gold ;-and the art of achieving zero defections / Joan Koob Cannie. p. cm. Includes bibliographical references and index. ISBN 0-8144-5110-1 1. Consumer satisfaction. 2. Customer service. 3. Customer relations. I. Title. HF5415.5.C363 1994 658.8'12-dc20 93-23362 CIP 1994 Joan Koob Cannie. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 135 West 50th Street, New York, NY 10020. Printing number 10 9 8 7 6 5 4

Page v For Andrea Pedolsky ... my editor and my friend

Page vii Contents Acknowledgments xi Introduction 1 o The Surprisingly Powerful Profit Impact of Keeping Customers 1 o Achieving Zero Defections 2 Part I Regaining Lost Customers 7 One The Lifetime Value of Your Customers 9 o The Many Profit Streams of Longtime Customers 12 o Calculating the Lifetime Value of Customers 13 Two Establishing an Information System 19 o Staying Close to Your Customers 20 o Utilize Working Hotlines 23 Three Benchmarking 25 o How to Benchmark 26 o Areas to Benchmark 28 Four Collecting Customer Data 31 o Informally Collected Data 31 o Formally Ciollected Data 32 o Using the Telephone to Collect Information 33 o Assembling Focus Groups 38 o Using the Data You Collect 39 Five Getting Feedback From Defectors 41 o Identifying Defectors 42

Page viii o Using a Simple Feedback Process 44 o The Benefits of Defection Feedback 45 Six Defection Analysis 48 o Case Study: Smalltown Bank 50 Seven Defection Interviews 59 o Defection Reolevant Information by Asking the Right Questions

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