Terry’s Bio

Terry Vavra is a world-acknowledged expert in customer retention strategies, having authored (or co-authored) three groundbreaking books: Loyalty Myths (Wiley 2005); The Customer Delight Principle (American Marketing Association 2001) and Aftermarketing: How to Keep Customers for Life Through Relationship Marketing (McGraw-Hill (1995). In Aftermarketing Terry was one of the first consultants to urge the business community to pay more attention to current customers. The book achieved international recognition through six non-English editions and sold over 50,000 copies. Terry has also authored two books on customer satisfaction methodology for the American Society for Quality (Improving Your Measurement of Customer Satisfaction, 1991 and Customer Satisfaction Measurement Simplified, 2002). His publishing accomplishments demonstrate Terry’s commitment to helping organizations evolve their practice of satisfaction and loyalty tactics to make them maximally productive of increased revenue.

Terry’s five books evidence his passion to evolve the tools of satisfaction and loyalty into true contributors to the bottom-line, not just ‘nice to haves’. He is committed to helping organizations properly harness the information and power of satisfaction and loyalty. He is internationally sought for his advice and guidance, having met with management teams, addressed professional audiences, and conducted marketing seminars around the world from Brazil to Iceland, Japan to the United Kingdom, Singapore to Sweden.

Terry was President and co-founder (with his wife, Linda) of Marketing Metrics, Inc. a firm acquired by Ipsos, S.A. (of Paris, France) in 2003 and currently doing business as Ipsos Loyalty. Marketing Metrics was a marketing consulting company focusing on customer loyalty, stakeholder retention and satisfaction, and customer and brand equity. The firm counted among its cherished clients internationally respected organizations including:

AT&T Wireless
Bentley Motor Cars
Canon, USA
Digital Equipment Corp
Ferrari North America
IBM PC and Consulting
Jaguar North America
KLA Tencor
March of Dimes
Mercedes-Benz USA
Merrill Lynch
Morgan Stanley
The Port Authority of NY & NJ
Quest Diagnostics
Roche Diagnostics
Rolls-Royce Motor Cars
Sharp, USA
Toys R Us