Customer Chemistry: How to Keep the Customers You Want--And Say Good-Bye to the Ones You Don't

Proven Program for Identifying--and Focusing on--Your Best Customers It's the classic business paradox. You knowyou could get more business from your best customers, yet you devote the majority of your resources to pursuing the wrong prospects and demanding, unprofitable customers. Customer Chemistryintroduces an innovative approach for identifying your best customers, then presents a systematic program for focusing on them to strengthen and benefit from your relationships with them--and increase your incremental profits! Praise for Customer Chemistry: "Backed by first-hand experience and rich case studies, this book is packed with the best practices and strategies to educate start-up and CEO alike." --Don Peppers and Martha Rogers, Ph.D., Founders, Peppers and Rogers Group, Authors of The One to One Futureand One to One B2B "Simple rules--with lots of examples--that reap big results. A mind-changing book that could just save your company." --Nancy Evans, Cofounder and Editor-in-Chief, iVillage "Many companies are clueless about the importance of chemistry but, after reading this remarkable book, they'll see their new wisdom reflected in their cash flow." --Jay Conrad Levinson, Author of the Guerrilla Marketing series "The vast majority of businesses and other organizations are still fixated on selling their commodities, while ignoring their customers as human beings. Mary Naylor and Susan Greco provide an ideal model for developing long-range customer loyalty." --Dan Sullivan, President, The Strategic Coach "Customer Chemistry is . . . an honest and inspiring must-read for anyone whose business success depends on keeping customers happy." --Mario Morino, Chairman, Morino Institute "Customer Chemistry nails the concept of what it takes to maintain and cultivate customer relationships and maximize their value." --Harry L. Geller, President and CEO, Deutsche Post "The truth is many companies--let's venture to say most companies--don't know who their best customers are. They may not have a clue which ones consistently contribute to the company's net profits or which bring the most referral business. . . . If you don't know who your customers are, how can you possibly have any kind of relationship with them?" --From Chapter 1 Customer Chemistryturns conventional marketing wisdom on its head. While mostmarketing books focus on pursuing and landing every possible new customer, this profit-focused book shows you how to identify your A-list customers and strengthen relationships with them--instead of wasting time and money on high-maintenance, low-margin, B-list clients. Before you begin, however, you must answer two fundamental, yet occasionally painful, customer questions: Which customers have made you the most money? Which consistently promise you the moon but fail to deliver? Customer Chemistryshows you how to uncover and focus on the former as you recognize and discount the latter, tightening your entire marketing and customer relationship program. Written by a seasoned chronicler of today's top customer relationship innovators, along with the founder of one such organization, this fascinating book transcends marketing initiatives to explain how you can: Sidestep emotion to calculate each customer's impact on your bottom line and then allocate your resources accordingly Develop meaningful bonds witMary Naylor is the author of 'Customer Chemistry: How to Keep the Customers You Want--And Say Good-Bye to the Ones You Don't', published 2002 under ISBN 9780658001444 and ISBN 0658001442.