Teleseminar on the Secrets of Building Customer Equity
The Whetstone Edge, LLC announces a teleseminar entitled "The Secrets of Building Customer Equity." This seminar will show how to implement business strategies and practices that are engaging and compelling to customers and lead to greater loyalty and profitability.
Pleasant Hill, CA (PRWEB) December 6, 2006 -- The Whetstone Edge, LLC, a customer-centric strategy consulting firm announces a new customer experience teleseminar on December 12, 2006 that focuses on building customer equity. Managing Partner John I. Todor, Ph.D, states, "in an era of abundance and overwhelming choice, customer relationships, not products, are the most important source of competitive differentiation."
The teleseminar is based on concepts in Dr. Todor's new book, "Addicted Customers: How to Get Them Hooked on Your Company." (www.AddictedCustomers.com)
According to Todor, "customer equity is the emotional and psychological connection that keeps customers loyal to the relationship through changes in products and circumstance. It is the relationship value and trust that leads to customer commitment and high lifetime value."
As a psychologist, experienced business executive and strategist, Todor argues that "each customer has a split personality when it comes to purchases decisions. One personality focuses on getting the best trade-off between price and convenience--when this mindset comes into play, customers are inherently not loyal. Yet, this is the strategy many businesses use to try to compete in today's hypercompetitive marketplace." His advice, focus on winning mindshare of customers, not winning marketshare from competitors.
The focus on the teleseminar is on the psychological principles and business strategies that attract and cultivate loyal, committed and highly profitable customers. Todor says "you do so by courting the right buying personality, the one where customers are emotionally and psychologically engaged. This is the foundation of building customer equity."
Participants in this teleseminar will learn: (1) The two distinct buying personalities that customers employ; (2) How to avoid triggers that "turn on" the less desirable personality; (3) Strategies to engage the personality that leads to loyalty and commitment; (4) The psychological principles that underlie compelling customer experiences; and (5) Real world examples of successful companies that apply these principles.
If you feel your company must compete on price, incentives and convenience, this teleseminar is for you. It will provide an actionable framework that is relevant to business leaders who set strategy as well as employees who interact with customers, including sales, marketing, customer service, customer care and customer experience management.
More information on this seminar is available at www.TheWhetstoneEdge.com/secrets.
John I. Todor, Ph.D. and William D. Todor, Ph.D. are partners of The Whetstone Edge, LLC, a customer experience consulting and training firm that applies scholarly research on human behavior to buyer-seller dynamics including customer loyalty, trust, retention, customer service, CRM--customer relationship management, and marketing strategy. Customer care, acquisition, and client relationships are profoundly affected by the underlying psychological principles that lead to customer satisfaction, trust, loyalty, and long term, high lifetime value. He speaks and consults worldwide on these topics. More information is available at www.TheWhetstoneEdge.com.
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