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Customer Experience Partners
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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.
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You can request PDFs of articles listed below by sending an email request to pruden@customerexperiencepartners.com. You
can go to Amazon.com to order copies of Terry Vavra's books covering issues of customer retention, satsifaction,
and loyalty.
Articles currently available include:
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Aftermarketing 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
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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
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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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