Taming the Search-and-Switch Customer

Presenter: Jill Griffin
Recorded: April 1, 2009
Length: 60 minutes, including Q&A
Questions: Read our webinar FAQ
Cost: $49

Chances are at this very minute, one of your best customers is on Google, comparing you against the competition and contemplating switching. Will your brand pass muster and prevail or get kicked to the curb because you come up short? This daunting scenario plays out countless times a day for most brands. The power of search has unleashed intense buying scrutiny unlike anything your firm has probably ever experienced. How do you retain customers in a search-and-switch world? Loyalty consultant and author Jill Griffin helps you understand the dynamics of search-driven switching and how to immunize your brand against it.

What you'll learn:

• Why customers have compulsion-to-compare tendencies
• 4 market factors that increase the likelihood of switching
• The top requirement for turning switch-prone customers into loyal customers
• 4 switch dynamics and why success depends on knowing them
• Getting started with a switch prevention plan
• 3 strategies to retain loyal customers
• Why customer trust prevents search-and-switch temptations and a method to build it
• How to cut employee search-and-switch risk

Ideal for:

Managers in marketing, sales, finance, customer service, call centers, operations, R&D in B2C and their B2B counterparts competing in heavily-commoditized markets (industrial chemical manufacturers, etc.)

About our presenter:

Jill Griffin is the only authority who has authored books in each of the “Big Three” customer-keeping competencies, including "Customer Loyalty: How to Earn It, How to Keep It," which was named to Harvard Business School’s Working Knowledge list and has been translated into six languages, "Customer Winback: How to Recapture Lost Customers and Keep Them Loyal," and "Taming the Search-and-Switch Customer: Earning Customer Loyalty in a Compulsion-to-Compare World," a ground-breaking work that addresses the relentless scrutiny unleashed by Internet search engines and how to build and sustain customer loyalty in the age of near-perfect buyer information. Her books have been adopted as teaching texts by colleges and universities, including the University of Texas McCombs School of Business and Northwestern University. Jill serves on numerous public and private corporate boards, speaks around the world and consults for Dell, Microsoft, Ford Motor Company, Subaru, Marriott Hotels, HP and many others.

What attendees said:

• "Jill Griffin rocks. She's got yet another great book!"
• "A tantalizing intro into recognizing and responding to customer loyalty and switching."
• "Interesting ideas."
• "Great points on addressing loyalty from the customers perspective. In particular, looking at their next best alternative."
• "An important topic in a search-engine driven market place."
• "Useful, interesting and clear."