Taming the Search–and–Switch Customer

"Compulsion-to-compare" is a rampant, new customer behavior that, if ignored, can make a serious dent in any company's bottom line. Google and other search technologies have created an unprecedented state of "customer informedness" by which buyers are gathering information online to instantly compare alternatives. This transparency makes getting and keeping loyal customers even harder in today's competitive, information-driven world. Taming the Search-and-Switch Customer addresses these tough, complex realities with proven solutions for large and small B2B and B2C firms. The book includes a "worth-it test" that enables firms to get a real look at whether their customers think their product or service measures up. Jill Griffin (Austin, TX) is known to her clients as The Loyalty Maker(r) for good reason. Since 1988, she has led Austin-based Griffin Group, helping firms worldwide build fiercely loyal customers. Her clients include Microsoft, Dell, Toyota, Marriott, HP, Days Inn, Western Union, and Sprint. Her book, Customer Loyalty (978-0-7879-6388-0) was named to Harvard Business School's "Working Knowledge" list and has been translated into six languages.