Customer Experience Partners

Articles and Publications

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Terry Vavra and Doug Pruden have collaborated on a number of articles.  Terry is a recognized author and thought leader in the fields of customer retention, satisfaction and loyalty.
You can request PDFs of articles listed below by sending an email request to You can go to to order copies of Terry Vavra's books covering issues of customer retention, satsifaction, and loyalty.

Articles currently available include:


One of the first CRM books. Aftermarketing offers a theory-based yet pragmatic plan for building an effective customer retention program. The book unites database development, satisfaction research, customer service and direct marketing showing how to combine them to strengthen relationships with customers.

Easy to read and educational, must read material
– Horst Schulze, past president, Ritz-Carlton Hotels


Loyalty Myths

Loyalty Myths reveals the ugly truth about customer loyalty: almost everything businesspeople have been told about it is wrong! Most popular loyalty maxims are based on questionable data or on a faulty reading of good data. And customer loyalty doesn't always pay the way it's been promised. Here's a realistic loyalty planning process validated by the authors and leading marketing scientists.

Mandatory reading for anyone involved in CRM – Parsu Parasuraman, Editor of the Journal of Service Research


Customer Delight

The Customer Delight Principle reveals how today's leading marketers consistently retain and grow their customer bases – by moving beyond satisfaction to discover and fill each customer's unseen yet essential needs. This book shows how dramatically increase an organization's positive customer experiences, driving customers to new levels of repeat purchasing and loyalty.

Does a great job providing methods to take advantage of the opportunities associated with enhanced customer loyalty
– Gary Loveman, CEO and Chairman, Harrah's Entertainment, Inc.


Improving Your Measurement of Customer Satisfaction

Written to answer almost every issue faced by the customer satisfaction professional, Improving Your Measurement of Customer Satisfaction helps improve the structure and content of satisfaction programs. It provides the rationale, identifies specific opportunities and suggests distinct programs to improve the value of a CSM initiative.

Whether you're just beginning or have a well established CSM process this book is a perfect reference guide
– John McLaughlin, Toyota Motor Sales USA

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Measurement, Management, Optimization
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