Taming the Search-and-Switch Customer

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Information about Taming the Search-and-Switch Customer
Business & Mgmt

Published on March 25, 2009

Author: BrandAutopsy

Source: slideshare.net

Description

From time to time on the Brand Autopsy blog, I share "money quotes" from business books I've recently read. This presentation shares "money quotes" from Jill Griffin's book, "TAMING THE SEARCH & SWITCH CUSTOMER." Enjoy.

MONEY QUOTES

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “Think about it: your customer‟s use of Google or other search engines is now a ubiquitous, taken-for- (p. 3) granted behavior.”

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “Whether your customer is in an aggressive search mode or taking a laid-back, just for future information look, the (p. 15) „Do I switch?‟ question is always lurking.”

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “To withstand this close look-see, you must ensure that customers are convinced that the product or service being sold to (p. 78) them is worth their loyalty.”

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “In today‟s wired world, there are typically three parties in any customer relationship: (1) your brand, (2) your customer, (p. 116) and (3) your influential observers.”

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “Customer trust can help block customer switching tendencies when it comes to brands perceived by buyers as (p. 186) being at least at parity with their next best alternative.”

TAMING THE SEARCH & SWITCH CUSTOMER JILL GRIFFIN “But customers‟ trust in your brand cannot save you from customer defection if your brand is perceived by customers as (p. 186) offering less value than the competition.”

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