The Twelve Laws of Customer Loyalty

Presenter: Jill Griffin
Broadcast on Thursday, September 23, 2004
Duration: 90 minutes
Cost: $129

As you read this, one of your best customers is about to walk. What can you do to stop customer churn and, instead, ignite loyalty? One key strategy is found in the fact that customer loyalty is built in stages over time and each of these loyalty stages carries a different customer experience requirement. Couple that with the fact that new research suggests that 95% of customer decision making happens in the unconscious mind, and it’s easy to see why winning today’s loyalty game demands much more than “amped up” customer service solutions.

Winning today’s fickle buyer requires thinking like a customer. The Twelve Laws of Loyalty will take you there.

You Will Learn

The #1 law of customer loyalty and why you will never win without it
The six stages of loyalty and those triggers and traumas you must manage to transform would-be terrorists into customer advocates
Why customer decision making is not a logical process--emotions also play a huge role and how your customer loyalty strategies can address this reality
Your customer’s decision making ladder and the loyalty penalties a vendor pays for climbing too fast or too slow
Every customer’s three unspoken questions and how to use the Laws of Loyalty to get your answers right
Why first time customers don’t return and the essential customer experience cues to ensure they do
How to heal your lost customer’s disappointing memories and plant new experiences that rekindle loyalty
The latest lessons on loyalty from firms you know (and some you don’t)

Who Should Attend

Marketing professionals at all levels in all industries.

About The Presenter

Jill Griffin is author of the internationally-published business best seller, Customer Loyalty: How to Earn It, How to Keep It. This book has been named to Harvard Business School’s “Working Knowledge” list of recommended books. Ms. Griffin is co-author of Customer Winback: How to Recapture Lost Customers and Keep Them Loyal, named one the “30 Best Business Books of 2002” by Soundview Executive Book Summaries. Her two books serve as textbooks for the MBA and undergraduate courses on customer management at the University of Texas McCombs School of Business.

Ms. Griffin sits on the Board of Directors for Luby’s Corporation, a publicly-held company with 150 restaurant locations throughout the southwest. In her early career, she served as senior brand manager for RJR/Nabisco’s largest brand and distinguished herself as one of the youngest brand managers in the corporation’s history.

In 1988, Ms. Griffin founded the Austin-based Griffin Group with one simple mission: Help clients build fiercely loyal customers. Clients served include Dell Computer, Radisson Hotels, Sprint, Deloitte Touche, Raytheon Aircraft, Ford Motor Company, Microsoft and Scotland’s Department of Tourism.

What Participants Said

Of the participants who evaluated this seminar, 71% would recommend it to a colleague. Some of their comments:

"Some of the content may be surprising, things they may not expect or have heard before. I particularly liked the emphasis she puts on creating loyal employees as a key building block."

"This is a good seminar for someone who is new to the loyalty marketing discipline, but also is a good refresher for those already in the business."

"Invaluable lessons to attract and sustain a loyal customer base. Helps you aim towards getting your customers to do your bragging for you."

"If you knew very little about customer loyalty and how to achieve it, this could be a good introduction. Otherwise, it is a bit too general and pointed out many obvious strategies."