Bennett E. McClellan – författare

Written by two highly successful business coaches and management consultants, this book explains how to improve profitability by focusing on turning a business's already satisfied customers into highly satisfied customers by removing their sense of risk. The authors also provide a fail-safe method for identifying the risks inherent in your business.Every business owner or manager knows that creating satisfied customers is key to establishing customer loyalty and building a business. But many are applying the wrong strategy in trying to achieve customer loyalty: instead of focusing on consistent execution of the company's value proposition on a day-to-day basis, they waste their efforts constantly chasing after new customers or trying to address every complaint. Using research to demonstrate how striving to turn merely satisfied customers into highly satisfied customers significantly affects loyalty behaviors and in turn boosts profits, Capturing Loyalty lays out a new approach to a very old problem. Additionally, it presents a blueprint for identifying the perceived risks to consumers inherent in your business—many of which are not readily apparent to the casual or even invested observer—and explains how to minimize those risks.Authors Larson and McClellan explain why trying to ensure 100% customer satisfaction is not the path to achieving customer loyalty, and that the reality is that customer dissatisfaction is rarely the result of an error a business has made—two concepts that many initially find counterintuitive. You'll learn how to offer your company's products and services in a manner that creates highly satisfied customers, understand the true value and vast economic benefits of having highly satisfied customers, and see why highly satisfied customers are actually cheaper to serve than others. The book presents a clear and comprehensive plan for creating a loyalty initiative suitable to your business and cascading it through your entire organization, from the C-suite to the line employees.

Written by two highly successful business coaches and management consultants, this book explains how to improve profitability by focusing on turning a business's already satisfied customers into highly satisfied customers by removing their sense of risk. The authors also provide a fail-safe method for identifying the risks inherent in your business.Every business owner or manager knows that creating satisfied customers is key to establishing customer loyalty and building a business. But many are applying the wrong strategy in trying to achieve customer loyalty: instead of focusing on consistent execution of the company's value proposition on a day-to-day basis, they waste their efforts constantly chasing after new customers or trying to address every complaint. Using research to demonstrate how striving to turn merely satisfied customers into highly satisfied customers significantly affects loyalty behaviors and in turn boosts profits, Capturing Loyalty lays out a new approach to a very old problem. Additionally, it presents a blueprint for identifying the perceived risks to consumers inherent in your business—many of which are not readily apparent to the casual or even invested observer—and explains how to minimize those risks.Authors Larson and McClellan explain why trying to ensure 100% customer satisfaction is not the path to achieving customer loyalty, and that the reality is that customer dissatisfaction is rarely the result of an error a business has made—two concepts that many initially find counterintuitive. You'll learn how to offer your company's products and services in a manner that creates highly satisfied customers, understand the true value and vast economic benefits of having highly satisfied customers, and see why highly satisfied customers are actually cheaper to serve than others. The book presents a clear and comprehensive plan for creating a loyalty initiative suitable to your business and cascading it through your entire organization, from the C-suite to the line employees.

Heres the one-minute description of TQW:You have a Big Question of some kind. You know its a Big Question because its keeping you up at night, the outcome is important, and you dont have a ready answer.There are four stages you need to go through to answer a Big Question. I dont know where you are in the process; so let me describe the four stages.The first stage involves fully understanding your situation and your motives for wanting to resolve the question that comes from being in that situation.The second stage involves separating yourself from the situation you are in. You cannot resolve a situation if you see yourself as part of it. You have to gain perspective by separating yourself from your situation in as many ways as possible.The third stage involves letting go of something that keeps you attached to, and subject to, the situation you are in. Something is holding you back. Some fear, some projection of implications, some belief about what is possible and what is not possible. Something. As long as you hold onto these things they will hold you back. Fourth, you need to perceive new possibilities for resolving your Big Question. For various reasons, you are not able to see alternative resolutions today. You need to reframe your question in a way that will enable you to apply the substantial resources you have to address each and every part of the question. If you have a Big Question, you are stuck at one of those four stages. At which stage are you stuck?McClellan provides a complete roadmap for getting from the question you have to the question you need to answer. Dither no longer. Commit to the Total Question Workout. Address the Big Question you need to answer to take charge of running your business or your life. You can move forward. But first, you have to take the next step.