The full title of this book by Carl Sewell and Paul Brown is
“Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer“.
In my review at Amazon.co.uk, I gave the book a rating of Four Stars. This means I consider it to be in the range of good to very good.
Here is my review.
Inspiring customer service tales from more than 25 years ago
This book was originally written in 1990 and republished in 1998 with a new introduction.
It shares the thoughts on excellent customer service from the top luxury car dealer in America and dates back to the time when we were looking closely at the Japanese quality improvements.
It’s a bit quaint in places but great service endures through the decades. It is inspiring and an excellent reminder that you can probably do more.
There is an economics question that I don’t think is explored or explained enough. The key concept is the lifetime value of a customer I.e. how much profit a customer generates over the years. Two numbers matter, what it is at the moment and what it has the potential to become if you invest more in keeping the customer happy. Early profits on referrals can he added too.
While experts talk about the value in the back end transactions, often big companies set bad examples as they cut deals for new customers and take loyalty for granted. Alternatively big companies slash costs to the bone and create frustrating experiences e.g. banks, electricity, gas, phone companies.
It is available to buy from Amazon.co.uk and Amazon.com.
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