Customer Once Client Forever -Kiplinger

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Customer Once, Client Forever 12 Tools for Building Lifetime Business Relationships RICHARD BUCKINGHAM Foreword By Paul B. Brown, co-author of Customers for Life Customer Once, Client Forever Customer Once, Client Forever 12 Tools for Building Lifetime Business Relationships RICHARD BUCKINGHAM Foreword By Paul B. Brown, co-author of Customers for Life KIPLINGER BOOKS Washington, D.C. Published by The Kiplinger Washington Editors, Inc. 1729 H Street, N.W. Washington, DC 20006 Library of Congress Cataloging-in-Publication Data Buckingham, Richard, 1963Customer once, client forever : 12 tools for building lifetime business relationships / Richard Buckingham. p. cm. Includes bibliographical references and index. ISBN 0-938721-82-8 (alk. paper) 1. Customer services--United States. 2. Consumer satisfaction--United States. I. Title. HF5415.5 .B799 2001 658.8’12--dc21 00-047823 © 2001 by the Kiplinger Washington Editors, Inc. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by an information storage and retrieval system, without the written permission of the Publisher, except where permitted by law. This publication is intended to provide guidance in regard to the subject matter covered. It is sold with the understanding that the author and publisher are not herein engaged in rendering legal, accounting, tax or other professional services. If such services are required, professional assistance should be sought. First edition. Revised 12/01. Printed in the United States of America. 9 8 7 6 5 4 3 2 Kiplinger publishes books and videos on a wide variety of personal-finance and business-management subjects. Check our Web site (www.kiplinger.com) for a complete list of titles, additional information and excerpts. Or write: Cindy Greene Kiplinger Books & Tapes 1729 H Street, N.W. Washington, DC 20006 e-mail: cgreene@kiplinger.com To order, call 800-280-7165; for information about volume discounts, call 202-887-6431. Dedication T his book is dedicated with respect and gratitude to my clients who have allowed me the opportunity to serve them. And a special dedication to my father, John D. Buckingham, and everyone else I had the opportunity to work with at Sun Control Systems. My father taught me the importance of having a healthy respect for your clients. I could never have written this book without the experience of working at Sun Control. Thank you. Acknowledgments I am indebted to many people for their advice and assistance throughout the development of this book: To all the people in my workshops who over the past seven years, either by filling out the feedback forms or asking questions, continually improved the quality of the material. To my clients and associates who took the time to read and comment on earlier manuscripts. I am especially grateful to Randy Shackelford, Frank Bloom, Susan Matthews, Brent Kynoch and my brother Dan Buckingham. Their input has made this a much better book. To Kent Slepicka. Kent’s level judgment, intellect and good humor were instrumental in completing this book. In addition, I’m grateful to Kent for his many suggestions in polishing the GoalStar margin, call-out notes. To Paul B. Brown, co-author of Customers for Life, for his guidance and suggestions. Customers for Life is the best business book I have ever read. Buy it and read it. To everyone at Kiplinger, all of whom have been a pleasure to work with: To Knight Kiplinger, who took my telephone request for a referral to a literary agent and referred me instead to Kiplinger Books. Because of his interest, Customer Once, Client Forever is the Kiplinger Book that you are now holding. vii To David Harrison, who strikes that perfect balance of getting things done and being a pleasure to work with. Thanks also to Pat Esswein, who I admire for her desire to always find that exact word to properly convey an idea. Lastly, thanks to Rosemary Neff, who copyedited and proofed the book, and to Heather Waugh who designed the book and put together a winning and inviting cover design. To the many outstanding teachers in my life, especially Ed Sundt, Charles Wortman and Keith Saylor. All three taught me that how you arrive at an answer is as important as the answer itself. They taught me to think. To my mother, Betty Buckingham, because everything in this book is second nature to her. Finally, to my family and friends, then and now, who supported and encouraged me during this endeavor. RICHARD BUCKINGHAM January 2001 Bethesda, Maryland viii Table of Contents Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . vii Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii By Paul B. Brown, co-author, Customers for Life Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv By Knight A. Kiplinger, Editor-in-Chief, The Kiplinger Letter, Kiplinger’s Personal Finance Magazine, and Kiplingerforecasts.com How to Maximize Your Use of This Book . . . . . xxi Understanding the Philosophy of Lifetime Clients . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Defining a lifetime client • Profitability is in the lifetime relationship • Seven compelling reasons to keep clients for life • Recognizing lifetime client opportunities • How to turn satisfied customers into loyal lifetime clients LIFETIME TOOL 1: Continually Improving Yourself . . . . . . . . . . . . . 19 My three phases of continual improvement • Three improvement strategies • Adopt a daily attitude of self-assessment • Continual improvement is not just for novices • Improving—daily • Putting together the three strategies LIFETIME TOOL 2: Properly Preparing Yourself to Win the Lifetime Relationship . . . . . . . . . . . . . . . . . . . 49 Understand your market, all your products and
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