About the Book
Keep Your Customers shares why loyalty in the business world matters and walks companies through the strategies and tactics that boost long-term customer value.It costs 5 to 25 times more for companies to acquire a new customer versus retaining an existing one. That means a company's process to keep their customers is tied directly to their revenue and profitability. In Keep Your Customers, Ali Cudby provides insights from business leaders ranging from legendary executive Kay Koplovitz to leading venture capitalist Mark Suster.Drawing from real-world client stories, business best practices and case studies featuring company CEOs, Keep Your Customers has everything companies need to get started immediately. Ali shares the entire proven process that has helped companies around the world cultivate lucrative, long-term customers.
About the Author :
Ali Cudby first cut her teeth in the world of customer experience after graduating from the Wharton School and joining The New York Times Company’s corporate planning group. She honed her approach to customer experience at her company, Fab Foundations, where she wrote two bestselling books, Busted and Fit My Bras and created the world’s leading bra fitting training and certification program. Now, Ali lives in Indianapolis with her husband and one very spoiled dog and teaches Entrepreneurship at Purdue University. She also works with clients worldwide to incorporate her innovative customer experience strategies with business advisory, training and speaking through her company Your Iconic Brand, www.youriconicbrand.com.
Review :
"We wanted to understand accurately the cost we were incurring with our ad campaign, the goal of which was to encourage a woman to visit our store and buy her first pair of Stuart Weitzman shoes. It came to $8000, and we sold her a $500 pair, on average. The second pair she bought from us, later in the season or the following one, cost us nothing. Such an investment is obviously only worthwhile if the goal is to establish a long-term relationship with this new customer. That is why a wonderful customer experience and a product that does what we say it will, are the pillars of retail. As Ali Cudby illustrates so well, creating that experience is a business decision and a business opportunity. Whether you sell shoes, toothpaste or technology, you want your customers to keep buying, and Keep Your Customers will show you how. A terrific read!"
—Stuart Weitzman, Shoe Guru
“Keep Your Customers” fits perfectly into the mission and growth plans of any brand that wants to keep its customers for life. In addition to providing a toolkit around purpose and vision, segmentation, and the importance of data, what I found particularly resonant for brands like Weight Watchers, Girls Scouts or the NFL, where I’ve had the pleasure of working, are her insights, tips and tools around establishing an emotional connection with customers and team members through celebration. She aptly recognizes this is the key to driving high word of mouth and repeat business and longevity of service. Ali Cudby’s process is an actionable guide for any business leader aiming for best practices with their customers. If you want to keep your customers for the long-term, everyone in your company should read this book."
—Danny Boockvar, Former President, NFL Experience
“Our influence boils down to what we do and what we celebrate. Ali shows us how to influence thoughtfully and compassionately—all with the aim of creating strong relationships and solid businesses.”
—Max Yoder, CEO of Lessonly and bestselling author of Do Better Work
"Ali Cudby has written a playbook for customer retention that is both entertaining and easy to implement. Whether you are working on your first startup or the CEO of a Fortune 500 company, Keep Your Customers provides actionable advice that can create noticeable improvements to your business. Every business leader should read this book."
—Katlyn Grasso, CEO and Founder of GenHERation
"The path to maximizing customer lifetime value tends to focus on either emotional engagement or the power of data and analytics. In Keep Your Customers, Ali Cudby demonstrates why you need both to build strong relationships between brands and consumers. Then she shows you exactly how to turn that idea into your company’s reality, with case studies and step by step guidelines to make it easy to implement. Keep Your Customers is a blueprint that can be used by startups, large corporations and everyone in between."
—Sapna Shah, angel investor and founder of Retail X Series
"Well researched, practical and eye-opening, Keep Your Customers demystifies customer loyalty and shows you how to make it your new reality. By giving equal time to the connection of customer relationships and the data needed on the back-end to make processes work seamlessly, Ali Cudby’s approach is unique. Whether your company sells to consumers or other businesses, you’ll find gold inside these pages. This book is a fantastic resource for any business leader. It isn’t leaving my desk!"
—Dave Duke, Co-Founder & Chief Customer Officer at MetaCX
"Proper customer identification, conversion and retention are crucial for scaling a business and for long-term profitability. In Keep Your Customers, Ali Cudby unpacks a useful guide to long-term customer loyalty that’s engaging, insightful and actionable. The stories, case studies and her practical approach make it a fast, easy read. Anyone seeking to raise venture capital and to build a sustainable business should read this book."
—Jonathan Tower, Managing Partner at Catapult VC
"Developing customer loyalty isn’t the result of a single moment, it's an outcome of daily execution throughout every part of a company. That’s easier to say than do. Ali Cudby lays out the strategic thinking and ongoing processes companies need to establish and sustain long-term customers. This book shows you how to become a trusted advisor in a way that sets you apart from your competition. If you care about long-term customer relationships, Keep Your Customers lays out a straightforward path to success."
—James “Ja” A. Hillebrand, CEO of Stock Yards Bank & Trust Co. and Stock Yards Bancorp, Inc.
“Companies built for long-term profitability need to be as dedicated to keeping their customers as they are on acquiring them. Keep Your Customers is a great how-to for businesses of all types on creating the emotional connections that cement loyalty. Ali blends data-driven insights, strategic approaches and actionable tactics in a highly readable handbook for growth. It’s a must-read for the thoughtful business leader, and anyone who aspires to become one.”
—Lisa Silverman Meyers, Corporate Transmedia Executive, CEO of Just Steven
“Ali Cudby expertly captures the important priorities that are so easily overlooked preventing many companies from institutionalizing the right behaviors. This book provides insights into the right areas of focus and provides the why behind them in addition to sharing real relatable examples. It blows the other books on customer loyalty out of the water. Read it immediately and then get copies to everyone in your company so you can all use the Keep Your Customers playbook.”
—Tim Conder, Senior Director Client Innovation, Zotec Partners
“Ali Cudby’s book belongs on the shelf of every business leader charged with improving the customer experience. Complete with practical suggestions and illustrative examples, this work describes how to make a ‘Heart and Smart’ customer experience that retains and grows customer relationships.”
—Ed Powers, CX and Customer Success expert in the technology sector
"Keep Your Customers provides a practical map to navigating one of the biggest roadblocks facing companies today – retaining customers for long-term, profitable relationships. Ali Cudby offers a compelling framework and combines it with actionable tactics to break down the obstacles to progress into manageable steps any company can tackle successfully. This book is a must-read primer for any leader who wants to improve long-term customer value."
—Haniel Lynn, CEO, Kastle Systems
