Featured Product
This Week in Quality Digest Live
Quality Insider Features
Farhana Ahmad
Intelex combines software and SAFER guidelines to build a solid work foundation
Davis Balestracci
Once again, I find myself appreciating Deming’s hatred of statistical hacks
NIST
Build approach could lead to new and more efficient logic switches for computer chips
Angelo Scangas
Every audit is an opportunity for improvement
Knowledge at Wharton
A slow recovery will buy time for the supply chain, but an uncertain future follows a plunge in sales

More Features

Quality Insider News
Automated system processes castable metallographic samples for specialty material manufacturers
3D scans help Chicago Jet Group retrofit old Dassault Falcon avionics system
Real-time data collection and custom solutions for any size shop, machine type, or brand
Lloyd Instruments launches the LS5 high-speed universal testing machine
Measure diameter, ovality of wire samples, optical fibers and magnet wire, including transparent products
Training, tips and tricks, unboxing, and product videos provide additional information for users
How to develop an effective strategic plan and make the best major decisions in the context of uncertainty and ambiguity
Collect measurements, visual defect information, simple Go/No-Go situations from any online device
Laser scanning also used to help create safety covers for credit card readers

More News

Laurel Thoennes @ Quality Digest

Quality Insider

Books: Take Their Breath Away

How imaginative service creates devoted customers

Published: Friday, June 12, 2009 - 11:47

Q

uestion: What’s the difference between a satisfied customer and a devoted follower?

Answer: Seventy-five percent of satisfied customers abandon a company for its competitor. A devoted follower is a customer who takes your brand to heart. Authors Chip Bell and John Patterson give you the keys to customers’ hearts in their new book, Take Their Breath Away: How Imaginative Service Creates Devoted Customers (John Wiley & Sons, 2009).

The authors point out that management expert and best-selling author Tom Peters once said,“Customers perceive service in their own idiosyncratic, emotional, irrational, end-of-the-day and totally human terms. Perception is all there is.” Understanding that perception and how to meet those sometimes irrational expectations is the goal of the book.

Learn the 12 Take-Their-Breath-Away Strategies derived from Bell’s and Patterson’s combined 50-years experience as customer loyalty experts. Each strategy is thoroughly presented in its own chapter with common sense tips and practical processes for implementation. A competitive analysis of the strategies is very helpful in choosing the one that fits the service level you plan to pursue. It shows how various strategies serve a particular function, and gives the purpose of each strategy and when to use it. As the authors explain, these strategies didn’t come from customer surveys or feedback buttons on web sites;  they evolved from listening to and observing customers and then coming up with innovate ways to give them what they need... sometimes before they even knew they needed it.

Take Their Breath Away is spangled with real examples of companies delighting their customers with unusual, ingenious service. The most common characteristic of their service is that it is imaginative, unexpected, and provides a pleasant surprise. 

A devoted follower is born when that customer recognizes that the surprising service was no accident, that it was planned and crafted on purpose, that is was handmade for them, and therefore, could be done again. Who wouldn’t come back for more?

Discuss

About The Author

Laurel Thoennes @ Quality Digest’s picture

Laurel Thoennes @ Quality Digest

Laurel Thoennes is an editor at Quality Digest. She has worked in the media industry for 32 years at newspapers, magazines, and UC Davis—the past 24 years with Quality Digest.