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Viewing report
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Reinventing the Wheel: Back to List The Science of Creating Lifetime Customers
Benbella Books, March 2011, Pages: 206
When Chris Zane bought his bicycle shop at age 16, his business struggled until he discovered the secret that catapulted his store into one of the top three in the country. His secret? Provide unbelievable, over-the-top, excessively generous customer service.
Chris Zane isn’t a management consultant or professor preaching a theory of customer service; he’s a hands-on entrepreneur whose customer service approach has yielded enormous success. Zane has become a business celebrity, including being featured in a recent round of American Express television ads. American Express is also supporting Zane’s latest venture—expanding Zane’s Cycles into a nationwide chain.
In Reinventing the Wheel, commonly overlooked elements that make a business exceptional are revealed. Zane produces a case study unlike any other—one that shows the importance of investing in customers and employees and how retailers are really selling experiences, not products. His philosophies and tried-and-true methods of guerilla marketing will show entrepreneurs and business owners how to knock out the competition while thriving in any kind of economy and doing good for the community along the way.
CHRIS ZANE, IN HIS OWN WORDS:
'How much is one customer worth to your business? For me, it’s $12,500. That means that my average customer will spend $12,500 on my products and services over his or her lifetime, $5,000 of which is profit. Of course, the only chance I have of ever seeing that kind of return on the relationship
is if that customer keeps coming back and back again.
Better yet, I want customers to come back with their kids, their relatives, and five friends. To put it another way, I need to develop a trusting relationship with customers right from the get-go—one that I hope will last a lifetime—so that they can see how passionate we are about what we do.'
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