Up the Loyalty Ladder: Turning Sometime Customers Into Full-Time Advocates of Your Business

The Raphels posit that customers are a company's lifeblood and existing customers are the best ones. Inextricably, the average firm annually loses about one-fifth of its consumer base, two-thirds leaving for no apparent reason. The authors argue that companies can negate this trend with ``loyalty ladders,'' their comprehensive customer service plan that converts prospects into shoppers and customers to clients and finally advocates of the firm's product. Augmented with case studies (Nordstrom; the GE Answer Center), interviews and media tips (telemarketing; radio), the Raphels develop pragmatic tactics in this effective assessment of product and company positioning, business growth, customer behavior patterns and product promotions. Murray self-published Tough Selling for Tough Times; Neil is a New Jersey attorney. (Mar.)