Taming the search-and-switch customer: earning customer loyalty in a compulsion-to-compare world

‘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 whatprice. 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.

• ISBN: 978-0-470-34504-7
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 288
• Fecha Publicación: 02/04/2009
• Nº Volúmenes: 1
• Idioma: Inglés