Loyalty Myths :: Keiningham, vavra, Aksoy and Wallard


	Authors Timothy L. Keiningham Terry Vavra Lerzan Aksoy Timothy L. Keiningham — Senior Vice President & Head of Consulting, Ipsos Loyalty Timothy L. Keiningham is Senior Vice President & Head of Consulting for Ipsos Loyalty. Tim is a recognized authority in the areas of service marketing and linking service improvement efforts to the bottom-line. A prolific writer, Tim has several books to his credit. His most recent book, *Loyalty Myths: Hyped Strategies that Will Put You Out of Business – And Proven Tactics that Really Work, by John Wiley and Sons, exposes the fallacies of most of the conventional wisdom surrounding customer loyalty. The Globe and Mail* (Toronto, Canada) counted *Loyalty Myths* as the Number 4 best business book of the year; Soundview Executive Book Summaries chose *Loyalty Myths* as one of the 30 best business books of 2006. Tim is co-author of the book *The Customer Delight Principle: Exceeding Customers' Expectations for Bottom-Line Success, © 2001 by McGraw Hill. He is co-author of the book Return on Quality: Measuring the Financial Impact of Your Company's Quest for Quality, © 1994 by Irwin Professional Publishing. His work on return on quality resulted in a cover story in Business Week* and *Entrepreneur* magazine called *Return on Quality* "the book that gave the questions about quality a focus and the movement a name." He is also co-author of the book *Service Marketing* and is co-editor of the book *Readings in Service Marketing, both © 1996 by HarperCollins. Tim's article, "The Brand-Customer Connection," (with Lerzan Aksoy, Tiffany Perkins-Munn and Terry G. Vavra) was awarded the Citations of Excellence "Top 50" award (top 50 management papers of approximately 20,000 papers reviewed) for 2005 from Emerald Management Reviews. Tim received the Excellence in Service Research Award (with Tiffany Perkins-Munn and Heather Evans) for the best paper to appear in the Journal of Service Research. Tim was also awarded the Alpha Kappa Psi Foundation Award (with Roland Rust and Anthony Zahorik) from the American Marketing Association / Journal of Marketing* for the article judged by the editorial review board to represent "the most significant contribution to the advancement of the practice of marketing." Another article he co-authored (with Tiffany Perkins-Munn, Lerzan Aksoy, and Demitry Estrin) was a finalist for best paper in *Managing Service Quality. Tim also has received the 2006 best reviewer award from the Journal of Service Research. His articles have appeared in such publications as Journal of Marketing, Journal of Service Research, MIT Sloan Management Review, Journal of Relationship Marketing, International Journal of Service Industry Management, Interfaces, Marketing Management, Managing Service Quality, Journal of Consumer Marketing, Financial Executive, Journal of Retail Banking, and American Banker. Tim also serves on the advisory board of the Journal of Relationship Marketing, and on the editorial review boards of the Journal of Marketing, and the Journal of Service Research. He earned a BA from Kentucky Wesleyan College and an MBA from Vanderbilt University's Owen Graduate School of Management. Return to author list Terry Vavra — Consultant, Speaker, Author, Educator Terry Vavra was one of the earliest consultants to warn the business community about the importance of keeping current customers. In 1992 he wrote his first book, Aftermarketing, which described a philosophy today widely discussed as Customer Relationship Management (CRM). In Aftermarketing, Terry explained six tools organizations should use to better bond with their current customers, strengthening customers' loyalty and extending their lifetimes. Terry is dedicated to helping businesses better understand and use customer relationships as successful competitive strategies. Since 1992 he has written four additional books, including, with Tim Keiningham, Loyalty Myths, published in September 2005 by John Wiley & Sons. In Loyalty Myths* Terry and Tim challenge conventional management practices by refuting 53 different myths about customer loyalty that if naively followed can undermine corporations' trust in customer loyalty as a viable business strategy. In his preceding book, *The Customer Delight Principle, also with Tim Keiningham, Terry and Tim counseled the international business community on how to properly employ customer satisfaction as a guiding business strategy. They show how satisfaction measurement is often abused in today's corporations setting false expectations. But, drawing on their work with internationally recognized companies, The Customer Delight Principle shows how customer satisfaction can truly differentiate companies when correctly measured and acted upon. Terry's other books; Improving Your Measurement of Customer Satisfaction* and *Customer Satisfaction Measurement Simplified* focus on the issues of defining, measuring, and acting on customer satisfaction. In addition to these books, Terry is a prolific writer having authored over 65 articles for business journals. One of his latest articles, "The Brand-Customer Connection" in *Marketing Management, was cited by Emerald Management Reviews as one of the top 50 management articles of 2005. Today, Terry oversees Terry Vavra Associates. The practice is strong on assisting not-for-profit organizations. Terry also enjoys speaking at meetings and conferences and occasionally teaches in Executive Education Events. From 1985 to 2003, Terry and his wife, Linda, established and successfully built Marketing Metrics, a consulting firm dedicated to helping clients improve their customer satisfaction and loyalty. The firm amassed a roster of internationally respected clients including: Bentley Motor Cars; Ferrari Motor Cars; Mercedes-Benz USA; Morgan Stanley; Motorola; Roche Labs; and Toys R Us; In 2003 Terry and Linda sold the firm to Ipsos, of Paris, France. It operates today as Ipsos Loyalty still serving many of these same clients. Terry's career spans 24 years. It started at the National Broadcasting Company in 1972. He then spent several years on Madison Avenue serving as Research Director of three advertising agencies. In 1984 he created Marketing Metrics, his own company. Throughout his business career he also found time to teach, to build a family, and share with Linda in raising three beautiful daughters. He has academic degrees from UCLA and his doctorate from the University of Illinois. A current resident of New Jersey, he was born and raised in the South Bay of Los Angeles County. He enjoys fly fishing, photography, aquatic gardening and reading. www.terryvavra.com tel: 201-825-2556 fax: 201-825-8792 press contact : Jane Wesman Public Relations Return to author list Lerzan Aksoy — Assistant Professor of Marketing at Koc University, Istanbul, Turkey Lerzan Aksoy* is assistant professor of marketing at Koç University in Istanbul, Turkey. She co-author of the book *Loyalty Myths* (with Keiningham, Vavra, and Wallard), 2005 by John Wiley and Sons, and is co-editor of the forthcoming book, *Customer Lifetime Value* (with Keiningham and Bejou), 2006 by Haworth Press. The article "The Brand-Customer Connection," (with Timothy L. Keiningham, Tiffany Perkins-Munn and Terry G. Vavra) was selected by Emerald Management Reviews as one of the top 50 management articles of 2005, from among 20,000 articles reviewed by that organization in that year. Her article "Should Recommendation Agents think Like People" was a finalist for best paper in the *Journal of Service Research. Her article, "Does Customer Satisfaction Lead to Profitability? The Mediating Role of Share-of-Wallet," was a finalist for best paper in Managing Service Quality. Her articles have been accepted for publication in such journals as Journal of Marketing, Journal of Service Research, MIT Sloan Management Review, Journal of Relationship Marketing, International Journal of Service Industry Management, Managing Service Quality, Journal of Consumer Marketing, and Marketing Management. She serves on the advisory board of the Journal of Relationship Marketing, the editorial review board of International Journal of Service Industry Management* and is an ad hoc reviewer for *Journal of Marketing, Journal of Service Research, and Cornell HRA Quarterly*. Lerzan has provided executive training on consumer behavior, customer relationship management and e-commerce to executives from Migros, Ford-Otosan, Pastavilla, Arçelik, Aygaz, Koç Portfolio-Investments, Koçtas, Tofas, TNT Logistics, Beko, Pfizer and Finansbank. In addition, she has consulted with companies such as AC Nielsen, Sony Eurasia, L'Oreal, SESU Cosmetics, Hayat Chemicals and non-profit organizations such as the Turkish Educational Volunteers Foundation (TGEV). Prior to joining Koç University, Lerzan worked for ICASIT (International Center for Applied Studies in Information Technology) at George Mason University in Fairfax, Virginia . While at ICASIT, she was involved in sponsored projects aimed at leveraging information technology in international markets (with World Bank) and application areas such as course delivery (GMU and American Management Systems) and multi-media training (with Lockheed Martin). She earned a BS from Hacettepe University in Ankara, Turkey, and was awarded the Fulbright Scholarship to pursue her MBA degree at George Mason University in Fairfax, Virginia. She has a PhD in marketing from University of North Carolina at Chapel Hill's Kenan Flagler Business School. Return to author list