David Avrin, "Why Customers Leave (And How to Win Them Back)" (Career Press, 2019)

New Books in Communications

Today I talked to David Avrin about his new book Why Customers Leave (And How to Win Them Back) (Career Press, 2019).

There are three central themes to this book: immediacy (customers want instant gratification), individuality (offer flexible, customized assistance) and humanity (show interest and concern for those you are assisting). Of them, as David Avrin notes in this pleasing, semi-rant of an interview, immediacy should be the easiest for companies to act on. Unfortunately, automation is paradoxically making immediacy often harder to achieve. Other ironies worth noting from Avrin’s perspective include: companies trying to head off negative off-line reviews with surveys that don’t bring about change; and front-line employees who can figure out quicker than their managers what could and should be improved on. If upgrades don’t happen, what’s the solution? Run an exercise where employees are encouraged to formulate plans on how a competitor could undercut the company they currently work for by making the changes they detect would be beneficial. That move—or threat--would get management’s attention if nothing else will!

David Avrin is a highly popular speaker and consultant on the topics of the customer experience as well as on marketing. He’s a former CEO group leader and speaker for Vistage International. This is his third book, following It’s Not Who You Know, It’s Who Knows You and Visibility Marketing.

Dan Hill, PhD, is the author of nine books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His new book is Blah, Blah, Blah: A Snarky Guide to Office Politics. To check out his related “Dan Hill’s EQ Spotlight” blog, visit https://emotionswizard.com.

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