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Don’t confuse customer satisfaction with loyalty

Newsflash: customer satisfaction and customer loyalty aren’t the same thing. Confusing them can be detrimental to your store as one is a direct reflection of sales, while the other offers entirely different insight.

Customer loyalty and customer satisfaction are terms often used interchangeably but it’s important to the success of any retailer that they understand the key differences. Jeweller’s November issue aims to set the record straight once and for all.

Another example of placing the customer front-and-centre is our story on telephone etiquette. It might seem basic; however, all too often businesses forget the simple act of how to answer the phone and the impact this has on the bottom line. Readers should find this particularly useful leading into the busy Christmas rush.

While on the topic of Christmas, this month’s issue – which is hitting desks now – features a report on the best ways to capitalise on white metal jewellery sales over the festive period as well as a host of other stories that aim to help improve sales and profitability.

Also featured is a special Japanese watch report that investigates how the three major Japanese brands are strengthening their reputations and market share at a time when the industry is supposed to be in upheaval. 

There's a whole lot more in Australia and New Zealand’s Number #1 jewellery industry magazine but we can’t give away all the details. See below for an overview.

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JEWELLER'S  NOVEMBER ISSUE

Features


CAPITALISE ON WHITE METAL JEWELLERY SALES THIS CHRISTMAS
White metals have continued a winning streak with consumers in 2015, so what better time to capitalise on sales opportunities than the annual Christmas rush? EMILY MOBBS reports. Read more.
 


 

JAPANESE WATCH BRANDS: INFLUENTIAL QUIET ACHIEVERS
Japanese watch brands are improving their reputations and increasing market share at a time when the industry is supposed to be in upheaval. COLEBY NICHOLSON discovers how. Read more.

 


 

PERFECT TIMING AGAIN FOR JAPANESE WATCHMAKERS
The Japanese broke into the watch scene off the back of market changes in Switzerland in the 1960s. MARTIN FOSTER reports they’re at it again, taking full advantage of decisions by the Swiss. Read more.

 


 

CRACKING THE CODE: HOW TO SELL JEWELLERY TO MEN
Selling to men is thought to be easier than selling to women … until it comes to jewellery. EMILY MOBBS speaks with a ring of jewellers who think they may have cracked the code. Read more.

 


 

HONG KONG AND SWISS HOROLOGY FACE OFF
Swiss watch brands have used the Hong Kong watch & clock fair to continue their aggressive push into china; however, that didn’t mean all eyes weren’t on local product. MARTIN FOSTER reports. Read more.

 

Business Features


CUSTOMER SATISFACTION ISN'T LOYALTY
Customer satisfaction and customer loyalty do not mean the same thing, yet these terms are often used interchangeably. LISA MASIELLO explains why they should be treated differently. Read more.

 

 


THE PHONE IS STILL THE BEST SALES TOOL
It might seem basic but in the modern retail world where customer communication is possible 24/7, the simple act of answering the telephone is often overlooked. RICH KIZER and GEORGEANNE BENDER advise going back to the basics on old-fashioned telephone etiquette. Read more.

 


WANT SALES SUCCESS? THEN DON'T LOOK BACK
Constant change has always characterised the business world and looking in the rear-view mirror has never been a recommended strategy for determining future direction. RICHARD RUFF reports. Read more.

 

 


ARE YOUR SALES STAFF TRULY ENGAGED WITH CUSTOMERS?
Managers who invest in ensuring their salespeople feel engaged will unlock increased performance and loyalty. RYAN ESTIS discusses how to create a working culture of engagement. Read more.

 

 


IS EMAIL MARKETING DEAD?
In an era where communicating with customers via email has become ubiquitous, KARYN GREENSTART asks whether retailers should still incorporate the strategy into their marketing plans. Read more.

 

THE MONTHLY REGULARS


SOAPBOX: THAT'S NOT A BLOOD TOURMALINE IS IT?
CHARLES LAWSON sheds some light on the responsible sourcing of gemstones. Read more.

 


 

MY BENCH: DAVID MANSFIELD
While their artisan skills and creations are often awe-inspiring, bench jewellers are generally hidden away in the backrooms creating fine jewellery... that is until now. Read more.

 

 


AUSSIE GEMSTONES: SOUTH SEA CULTURED PEARL
Pearl is traditionally known as ‘The Queen of Gems’. This royal moniker reflects the regal beauty that South Sea cultured pearls possess and the feeling of warmth and joy they bestow upon wearers. MEGAN AUSTIN reports. Read more.


READ IT ALL IN JEWELLER'S NOVEMBER ISSUE. OUT NOW!
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