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Искренняя лояльность. Ключ к завоеванию клиентов на всю жизнь
- Фред Райхельд, Роб Марки. Ключевые идеи книги
- Narrado por: Ольга Ганкова
- Duración: 12 m
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Искренняя лояльность. Ключ к завоеванию клиентов на всю жизнь
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Resumen del Editor
"Искренняя лояльность" Фреда Райхельда и Роба Марки содержит точные цифры: компания, которая способна удержать доверие хотя бы 5% своих клиентов, может поднять прибыль на величину до 50%. В то же время отставание от конкурентов на 20 пунктов по критерию клиентской лояльности означает, что компания вскоре потеряет бизнес. Фред Райхельд пишет об этом как создатель индекса искренней лояльности NPS. В эпоху открытой информации особенно опрометчиво пренебрегать доверием. Опыт Apple, American Express, Zappos, Philips, GE, eBay, Facebook и Lego показывает, что индекс лояльности действует лучше любой рекламы, потому что превращает обычных потребителей в промоутеров и защитников компании.
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