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Taming the Search-and-Switch Customer: Earning Customer Loyalty in a Compulsion-to-Compare World
John Wiley and Sons Ltd, April 2009, Pages: 288
'Compulsion-to-compare' is a rampant, new customer behavior that, left unaddressed and unmanaged by companies, can have grave consequences to a firm's bottom line. Search technologies have enabled an unprecedented state of 'customer informedness' by which the average buyer can quickly garner near-perfect product information: What's available, from whom, with what attributes, and at what price. Such routine customer searches pit an incumbent brand against countless competitors at any given moment. What can trigger a customer's urge to compare? A big service mishap can do it. But, perhaps even more troubling is the reality that a customer's simple curiosity or sheer boredom may be all that's required.
What, then, drives a brand's survival and customer loyalty? Its ability to ace the buyer's 'worth it' test with a powerful, differentiated value proposition that repeatedly stands its ground when tested against an assault of alternatives. A me-too product or service is doomed in this new reality. Why? Because the brand will be forced to compete with other me-too products and low price becomes the only differentiator. A firm must equip itselffrom the boardroom to the frontlineto thrive in this new 'compulsion to compare' reality. This book will provide readers with a much needed road-map on how to ace the buyer's 'worth it' test and flourish in today's search-and-switch world.
Praise for Taming the Search-and-Switch Customer
'What an excellent wake-up call! Your company's most valuable asset—your loyal customers—have more tools than ever to compare you to competitors and switch. Griffin does an excellent job identifying the risks to customer loyalty in an environment of immediate and abundant information, and defines a path to earn loyalty through delivery of enhanced value in the eyes of your customers. A truly important premise to building and maintaining a successful business.'?
—Gerald Evans, president, Hanes Brands Supply Chain and Asia Business Development
'In this dynamic treatise on customer retention, Jill Griffin, The Loyalty Maker, provides updated solutions to meet today's challenge of changing consumer shopping habits. A must-read for all retailers and wholesalers.'
—Britt Jenkins, chairman of the board, Tandy Brand Accessories, Inc.
'Mandatory reading for anyone who manages customer loyalty. A truly thought-provoking read!'
—Timothy Keiningham, global chief strategy officer, executive vice president, IPSOS Loyalty
'Every company is in the service business now, whether they realize it or not. Jill's book is a great start on how to make your service experiences better than they are today.'
—Robert Stephen, founder, The Geek Squad
'In today's Googlized marketplace, Taming the Search-and-Switch Customer is a must-read.'
—Ken DeAngelis, general partner, Austin Ventures
'Griffin is pure loyalty genius!'
—Kelly Cook, vice president, Customer Engagement/CRM, Waste Managemen
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