Customer Chemistry: How to Keep the Customers You Want–And Say Good-Bye to the Ones You Don’t

Essential Insight for Any Marketing Professional, June 16, 2002

I can always tell how useful and informative I consider a book by how much page dog-earing, highlighting and underlining
I’ve done. This book looks like it has been through a major battle.

So many things impressed me. On page 111, for example, they give a ‘top of mind’ marketing success story for a mortgage lender. This is an industry that loses two-thirds to three-quarters of its borrowers when they refinance or take out a new mortgage. Creating programmatic value for borrowers should be at the top of their agenda; but the industry is tough to budge from their old, reactive forms of relationship. They tend to see themselves solely as bankers, order-takers. Susan and Mary offer an example of a concrete, creative way to both have customer involvement and generate valuable customer insight.

On page 157, they do a succinct, focused job of presenting Customer Life Cycle as a concept. Applying life-cycle to customer relationships is a platform in everything I write about and do for my clients, so I was really glad to see it in their book.

I’m particularly interested in how they recommend generating customer data, as well as storing and applying it. While, based on my background, I have pretty strong views on market research as a tactical and strategic tool(which differs somewhat from their opinions and experiences), I appreciate their methods for contacting and debriefing customers in Chapters 4 and 8.

Bottom line: Customer Chemistry is crisp, professional and easy to read

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