The full title of the book by Richard Tunnah is
Cut Costs and Increase Profits Using Customer Reactivation Campaigns
In my review posted on Amazon.co.uk, I gave it 3 Stars.
Here is my review.
Good for explaining why customer loyalty is important but the title doesn’t describe the book
The author makes a strong case using various statistics to explain why encouraging customer loyalty is such an important issue. It then lists five reasons why customers might stay loyal and six reasons why customers might stop buying from you.
For what’s there, it is an interesting read but its focus is very much on the WHAT to do or not do and it tells you nothing about HOW to improve customer satisfaction and loyalty. If I hadn’t been watching the % complete on my Kindle as I turned the pages, I’d have thought the book was just getting warmed up before it then ended.
I realise that you have to lower expectations for these low cost Kindle books but the title had caused me to expect to read about customer reactivation strategies. They weren’t there. Even more pertinent is how to stop customers needing to be reactivated and again that’s missing.
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