Leading Loyalty

In business, if people merely like you, you're in trouble. They need to love you! Learn how building loyalty and modeling great customer service behavior to develop frontline team is the key to building raving fans.

To thrive in today's economy, it's not enough for customers to merely like you. They have to love you. Win their hearts and they will not only purchase more-they'll talk you up to everyone they know.

But what turns casual customers into passionate promoters? What makes people stick with you for the long haul?

The industry experts at FranklinCovey set out to unlock the mysteries of gaining the customer's loyalty. In an extensive study that involved 1,100 stores and thousands of people, they isolated examples that stood out in terms of revenues and profitability. They found that these "campfire stores" burned brighter than the rest thanks to fiercely loyal customers and the employees who delight in making their customers' lives easier.

Now Fierce Loyalty reveals the principles and practices of these everyday service heroes-the customer-facing employees who cultivate bonds and lift revenues through the roof. Full of eye-opening examples and practical tools, Fierce Loyalty helps you infuse empathy, responsibility, and generosity into every interaction and:

• Make warm, authentic connections
• Ask the right questions
• Listen to learn
• Discover the real job to be done
• Take ownership of the customer's issue
• Follow up and strengthen the relationship
• Share insights openly and kindly
• Surprise people with unexpected extras
• Model, teach, and reinforce these essential behaviors through weekly team huddles

It's time to invest in building loyalty. Even small improvements mean a big boost to your bottom line... and improves your business overall.

About the Authors

Sandy Rogers is the leader of FranklinCovey's Loyalty Practice. He was previously senior vice president at Enterprise Rent-A-Car. During his 14 years there, Sandy managed the turnaround of the London, England, operation and led the teams that developed Enterprise's marketing strategy and system for improving customer service across all branches. Before Enterprise, Sandy worked in marketing at Apple Computer and at P&G. He is a graduate of Duke and Harvard Business School.

Leena Rinne is FranklinCovey's vice president of consulting. She has been with FranklinCovey for over 13 years and has worked with hundreds of organizations to develop great leaders and to create organizational greatness. Leena has a master's degree in economics from the University of Utah. She is the coauthor of the Wall Street Journal bestseller The 5 Choices.

Shawn Moon has over three decades of experience in leadership and management, sales and marketing, and consulting services. He led FranklinCovey's global direct operations, including the Execution, Trust, Customer Loyalty, and Sales Performance Practices. He is the author or coauthor of several books, including The Ultimate Competitive Advantage and Talent Unleashed.