In this book, Jill Griffin outlines the seven stages of customer affinity, beginning with the potential customer--or "suspect" as Griffin calls him--through the stages of first time customer and repeat customer, and ending with the loyal advocate. Gfriffin offers stragtegies for recognizing which customers have the potential to become a firm's advocates and advice on how to movde these customers from one stage to the next.

Whether your business is small or large, product or service-based, retail or wholesale, your success depends on building a loyal clientele. Customer Loyalty details a proven strategy to enhance loyalty   and shares the techniques of hundreds of innovative companies, from local plumbers and florists to corporations such as Windham Hill Records, Southwest Airlines, Haley-Davidson, and US West Cellular, who are already working to make their customers more loyal.

1. Customer Loyalty: The Way to Many Happy Returns
2. A Closer Look at Loyalty
3. Growing a Loyal Customer: The Seven Key Stages
4. Turning Suspects into Quallified Prospects
5. Turning Qualified Prospects into First-Time Buyers
6. Turning First-Time Buyers into Repeat Customers
7. Turning Repeat Customers into Loyal Clients
8. Turning Loyal Clients into Advocates
9. Customer Inactivity: How to Prevent It and What to Do When It Strikes
10. How to Develop a Loyalty-Driven Culture in Your Company