READING

Capturing Loyalty: How to Measure, Generate, and Profit from Highly Satisfied Customers

John A. Larson and Bennett E. McClellan

In this book, John Larson and Bennett McClellan show companies how to turn merely satisfied customers into highly satisfied customers and how this shift affects loyalty behaviors. Using research to demonstrate this enormous impact on the bottom line, this book is a new approach to a very old problem and advances the field significantly for the first time in a decade.

Larson and McClellan’s approach to growth is counterintuitive: The conventional wisdom at most companies has marketing and sales going out to find new customers. The authors know that you can’t increase profits in any sustainable way by constantly chasing after new customers or trying to address every complaint. Instead, they have found that you make more money by selling more to your most satisfied customers than by going out and hustling new ones and by creating highly satisfied customers from your already satisfied customer base. In fact, this approach can lead to more revenue with fewer customers—and Capturing Loyalty shows how.

More

PeerSphere: Volume 8, Number 1

PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.

The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:

The latest issue of PeerSphere covers topics such as:

  • Whether live data is the lifeblood of telcos... or a liability
  • Ways for marketers to navigate and understand the “Engagement Economy”
  • How to deliver more human experiences in an increasingly digital world
  • How to unleash innovation by speaking softly and carrying a sledgehammer
  • A handy “multicultural digital fact pack” based on the latest market insights

PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.

Read the Magazine