Addiction is good

Positive addiction? John I. Todor, Ph.D. sure thinks so. Todor is the managing partner of The Whetstone Edge, LLC, a customer experience consulting and training firm that applies scholarly research on human behavior to buyer-seller dynamics. The psychological principles which are Todor’s specialty have been encapsulated in a book to be published by Silverado Press.

In the tome entitled “Addicted Customers: How to Get Them Hooked on Your Company,” Todor expounds upon the burgeoning philosophy within the CRM philosophy known as “customer experience management,” or, naturally, CEM.

Essentially, CEM is the group of psychological principles that underlie compelling customer experiences and the business strategies to put these principles into action. CEM practitioners typically place heavy emphasis on the “essential first step” of making the selling environment more appealing.

Todor’s “Addicted Customers” seeks to add a psycho-economic framework to enhance these pursuits, demonstrating why companies need to recognize the emotional power of the customer experience. According to Todor, “loyalty accrues because customers value not just what the company has done for them, but what the relationship can do for them in the future.”

While the implications of emotional and consumptive value are decidedly obvious in the business-to-consumer sector, Todor also argues that the strategies are equally powerful in a business-to-business context.

The list of key points by which non-fiction publishers so often like to define books states that secrets revealed inside “Addicted Customers” include:

• the two distinct buying personalities that customers employ;

• insights that help you avoid the triggers that "turn on" the less desirable personality;

• strategies to engage the personality that leads to loyalty and commitment;

• how price and convenience can undermine customer relationships; and

• the psychological principles that underlie compelling customer experiences.

“Addicted Customers” is now available in printable eBook format at AddictedCustomers.com (of course) for US $25.95. The hardcover version will be released on October 30.

Silverado Press publishes titles on business topics and social awareness issues. Silverado also develops and implements comprehensive marketing programs designed to quickly capture the attention of the target audiences.