The customer loyalty audit Bhote, Keki R. A seven-step audit to determine how well-equipped you are to win and retain customer loyalty

"In an age where customer satisfaction is no longer good enough, your organization must take steps to build absolute customer loyalty. Do you have a CCO (Chief Customer Officer) as well as a CEO and a CFO? If not, should you have one? As customer loyalty becomes the Holy Grail for any successful business, this audit lets you ask: ""How loyal are our customers?"" and much more important ""How well-equipped are we to win and maintain customer loyalty?"" After a persuasive briefing on managing the transition from customer satisfaction to customer loyalty, this audit sets out a 7-Step Roadmap: Top Management Commitment and Involvement; Establishing a Base Line - Internal Benchmarking; Determining Customer Requirements; Assessing the Capabilities of Competition; Measuring Customer Satisfaction and Customer Loyalty; Analyzing Customer and Competitive Feedback; Continuous Improvement. Each step includes a ready-made audit questionnaire and rating form that you can run right away - giving you more than 130 questions to help you see right inside your processes and procedures for establishing and maintaining customer loyalty."