The Customer Delight Principle
By Keiningham, Timothy and Vavra, Terry

Here's how your company can take customer satisfaction to a new level and reap the profits!

The Customer Delight Principle shows how customer delight -- not mere satisfaction -- drives repeat purchasing and customer loyalty. The book details how your company can build a customer delight-oriented organization and reveals many of the roadblocks that you are likely to encounter. How to monitor customer delight results, including measurement and validation against revenue, is covered, as is formulating payback curves for a customer delight investment, allocating resources for continued customer delight improvements, and the continued benchmarking of results.

  • Statistics show that customer satisfaction alone is not enough. Over 60% of customers lost by companies have reported that they were at least "satisfied," in their experience with the company
  • Striving for more than customer satisfaction is a key strategy in Customer Relationship Marketing (CRM), the predominant marketing approach of today's most successful traditional and dot-com companies.



DOI: 10.1036/0658010042

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Author Biography

Timothy L. Keiningham is senior vice president, Marketing Metrics, Inc. and is a recognized authority in services marketing.

Terry G. Vavra, Ph.D., is president and co-founder of Marketing Metrics, Inc. and is a world-acknowledged expert in customer retention and satisfaction strategies. He is the author of the international bestseller, Aftermarketing: How to Keep Customers for Life Through Relationship Marketing (McGraw-Hill).


The Customer Delight Principle
Author(s): Keiningham, Timothy and Vavra, Terry
ISBN: 0658010042
DOI: 10.1036/0658010042

Format: hardcover, 208 pages.
Pub date: 24 Jul 2001
Copyright: 2001
$35.95 US
Product Line: McGraw-Hill

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