Customer Loyalty

SIONADE ROBINSON is co-founder of the services excellence consultancy, Cape Consulting. She holds a doctorate in Systems Sciences and has worked for the global workplace learning consultancy, the Forum Corporation as well as setting up a research team at Cass Business School to study ways of developing service strategies to improve customer satisfaction. She works with all industries, particularly financial services, professional services and the leisure industry.LYN ETHERINGTON is co-founder of the services excellence consultancy, Cape Consulting. She worked previously as Marketing Director at Granada and as a consultant to banks and financial institutions in northern Europe. She has particular experience working in banking and financial services sectors as well as other consumer and business to business markets, including professional services, IT and leisure.

'Robinson and Etherington provide a fascinating look back at the history of loyalty. They also give tips about how to build and sustain it.' - Justin Keay, European Business

• What do Customers Want? Lessons in Customer Loyalty of the Past New Customers New Challenges The Benefits of Winning Customer Loyalty Customer Loyalty and Service Brands The One Question That Really Matters The Loyalty-Building Experiences Take Centre Stage Making Loyalty-Building Experiences Happen The Future The Summary of Key Points