Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless

Sales books should be a separate genre. They are meant to be easily read, inspirational, rhetorical and instructional. The more qualified the salesperson-author, the more authoritative the advice. This one has all these qualities, plus author-salesman Jeffrey Gitomer has displayed his counsel like a visual party. Almost every page boasts a new typeface and layout. Some pages look like poems. On other pages, he makes suggestions he calls “self tests,” “scorecards” and “reality checks,” while on others he provides questionnaires. This is deliberately more of a jazzy series of lists than a narrative outlining a new approach. Still, getAbstract endorses its solid common wisdom: To engender customer loyalty, treat people as you would want to be treated.