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Author: Sandy Rogers
Publisher: AMACOM
ISBN: 0814439608
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
In business, it’s not enough for people to like you, they need to love you! Learn how building loyalty and modeling great customer service behavior to develop frontline teams 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 and lifelong buyers? Loyalty 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. Full of eye-opening examples and practical tools, Leading Loyalty helps you infuse empathy, responsibility, and generosity into every interaction and: Make warm, authentic connections Ask the right questions and 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. Leading Loyalty reveals the principles and practices of everyday service heroes—the customer-facing employees who cultivate bonds and lift revenues through the roof.
Author: Sandy Rogers
Publisher: AMACOM
ISBN: 0814439608
Category : Business & Economics
Languages : en
Pages : 223
Get Book Here
Book Description
In business, it’s not enough for people to like you, they need to love you! Learn how building loyalty and modeling great customer service behavior to develop frontline teams 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 and lifelong buyers? Loyalty 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. Full of eye-opening examples and practical tools, Leading Loyalty helps you infuse empathy, responsibility, and generosity into every interaction and: Make warm, authentic connections Ask the right questions and 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. Leading Loyalty reveals the principles and practices of everyday service heroes—the customer-facing employees who cultivate bonds and lift revenues through the roof.
Author: Kirk Kazanjian
Publisher: Random House Digital, Inc.
ISBN: 0385346948
Category : Brand loyalty
Languages : en
Pages : 274
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Book Description
A practical, story-driven book on the importance of building and inspiring loyalty among employees, customers, clients, and vendors, based on the lessons learned from the phenomenally successful Enterprise car rental company.
Author: W. Earl Sasser
Publisher: Simon and Schuster
ISBN: 1439108307
Category : Business & Economics
Languages : en
Pages : 343
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Book Description
In this pathbreaking book, world-renowned Harvard Business School service firm experts James L. Heskett, W. Earl Sasser, Jr. and Leonard A. Schlesinger reveal that leading companies stay on top by managing the service profit chain. Why are a select few service firms better at what they do -- year in and year out -- than their competitors? For most senior managers, the profusion of anecdotal "service excellence" books fails to address this key question. Based on five years of painstaking research, the authors show how managers at American Express, Southwest Airlines, Banc One, Waste Management, USAA, MBNA, Intuit, British Airways, Taco Bell, Fairfield Inns, Ritz-Carlton Hotel, and the Merry Maids subsidiary of ServiceMaster employ a quantifiable set of relationships that directly links profit and growth to not only customer loyalty and satisfaction, but to employee loyalty, satisfaction, and productivity. The strongest relationships the authors discovered are those between (1) profit and customer loyalty; (2) employee loyalty and customer loyalty; and (3) employee satisfaction and customer satisfaction. Moreover, these relationships are mutually reinforcing; that is, satisfied customers contribute to employee satisfaction and vice versa. Here, finally, is the foundation for a powerful strategic service vision, a model on which any manager can build more focused operations and marketing capabilities. For example, the authors demonstrate how, in Banc One's operating divisions, a direct relationship between customer loyalty measured by the "depth" of a relationship, the number of banking services a customer utilizes, and profitability led the bank to encourage existing customers to further extend the bank services they use. Taco Bell has found that their stores in the top quadrant of customer satisfaction ratings outperform their other stores on all measures. At American Express Travel Services, offices that ticket quickly and accurately are more profitable than those which don't. With hundreds of examples like these, the authors show how to manage the customer-employee "satisfaction mirror" and the customer value equation to achieve a "customer's eye view" of goods and services. They describe how companies in any service industry can (1) measure service profit chain relationships across operating units; (2) communicate the resulting self-appraisal; (3) develop a "balanced scorecard" of performance; (4) develop a recognitions and rewards system tied to established measures; (5) communicate results company-wide; (6) develop an internal "best practice" information exchange; and (7) improve overall service profit chain performance. What difference can service profit chain management make? A lot. Between 1986 and 1995, the common stock prices of the companies studied by the authors increased 147%, nearly twice as fast as the price of the stocks of their closest competitors. The proven success and high-yielding results from these high-achieving companies will make The Service Profit Chain required reading for senior, division, and business unit managers in all service companies, as well as for students of service management.
Author: Arthur Middleton Hughes
Publisher: McGraw Hill Professional
ISBN: 0071429042
Category : Business & Economics
Languages : en
Pages : 386
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Book Description
How Today's Marketing Leaders Have Bypassed the "Experts" to Craft Effective, Inexpensive Customer Loyalty Programs Database marketing is today's most powerful tool for designing cost-effective, resource-efficient marketing and operations programs. The Customer Loyalty Solution cuts through theory and guesswork to examine how leading marketers from Land's End to IBM are using today's new breed of database marketing tools to compute lifetime value, cut costs in every area, and make databases easier to access and utilize from anywhere on the globe. Praise for The Customer Loyalty Solution: "The Customer Loyalty Solution combines the best of traditional practice with contemporary market factors in terms that inspire and cut across industries. Straightforward enough for the upcoming 1-1 marketer as well as a great catch-up for the seasoned practitioner."--Joe Rapolla, VP, Consumer Marketing Services, Universal Music Group/CLO "Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to read, and he gets his point across--clearly."--Robert McKim, CEO, msdbm "Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations and provides case studies adding real-world application."--J.C. Johnson, VP, Database Marketing, Fairfield Resorts "Hughes distills the jargon and complexity of database marketing into a refreshingly straightforward and practical guide. The Customer Loyalty Solution should be required reading for anyone serious about making database marketing work."--Jonathan Huth, VP, Relationship Database Marketing, Scotiabank New technologies like the Web have brought unprecedented change to database marketing. But some things never change. Successful marketers have learned that to understand their customers they must still think like their customers, who continue to ignore one-time discounts to ask, "Why would I want to be that company's customer? What's in it for me?" The Customer Loyalty Solution goes straight to the source, revealing how marketers today are leveraging their database marketing programs to identify and attract the most profitable new customers, increase current customer retention and repurchase, and identify and reward their most loyal and profitable customers. More than 40 detailed case studies and dozens of examples reveal success stories including Verizon's "best in class" datamart that realized a 1681 percent return on marketing investment Isuzu's database project that targeted only their best prospects--and cut industry-standard per-unit sales costs in half Weekly Standard's variable headline strategy that increased direct mail response rates by nearly 25 percent Author and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible formulas and impossible-to-navigate layouts. Each easy-to-follow chapter clearly addresses and explains a different piece of the database-marketing puzzle. Case studies are clearly marked and detail what went right--or wrong. Chapter-ending synopses summarize the lessons to be learned in each chapter and clearly review what worked and what didn't. These features and others combine with innovative charts and quizzes to ensure hands-on understanding of material covered and make the book a timely, practical guide. The Customer Loyalty Solution reveals how database marketing and customer relationship management initiatives are making a difference, today, for the world's leading marketers. It provides you with step-by-step techniques for benchmarking their efforts to develop intelligent strategies of your own, understanding how and why they work, and monitoring their results to continually adjust and modify for changing market conditions. The result will be far stronger customer loyalty, more consistent repeat
Author: Evert R. de Boer
Publisher: Springer
ISBN: 3319626000
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
This book offers the first comprehensive exploration of frequent flyer programs. By combining academic research with extensive insights and examples from the actual business world, it explores the key drivers and strategies of airline loyalty marketing today in an unprecedented manner. Strategy in Airline Loyalty also explores how the programs have evolved over time from marketing programs to financial powerhouses, identifying both the catalysts for change, as well as the strategic options and underlying trade-offs available to airlines. Covering diverse angles ranging from behavioral economics, to accounting, and structural design, the book reviews every core aspect of frequent flyer programs and offers extensive frameworks and definitions. The book provides a useful and complete reference for researchers, and helps those interested in frequent flyer programs to develop a better understanding of their past, present and future.
Author: Philip Shelper
Publisher:
ISBN: 9780645211542
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Loyalty Programs: The Complete Guide (2nd Edition) is the most comprehensive book on loyalty program theory and practice available. It combines a wide range of academic research, loyalty psychology, and industry expertise to deliver a comprehensive and global view of all aspects of loyalty programs. Praise for Loyalty Programs: The Complete Guide "Loyalty Programs: The Complete Guide is an extremely valuable resource for loyalty and marketing professionals. In fact, I found it so helpful that Eagle Eye now buys a copy for every new member of our sales team to give them a comprehensive understanding of the global loyalty landscape. I particularly enjoy the case studies which really bring the concepts to life. Highly recommended." Tim Mason, CEO of Eagle Eye and former Tesco CMO and founder of Clubcard Supported by over 170 case studies, this 2nd Edition covers loyalty program theory (Part 1) and loyalty program execution (Part 2). It features: The history of loyalty programs Do loyalty programs work? An academic research review The eight essential principles of a best-practice loyalty program Loyalty psychology, biases, and heuristics Loyalty program design frameworks and rewards Games and gamification Business-to-business (B2B) loyalty program approaches Loyalty technology, emerging capabilities and Web3 loyalty Member data capture, analysis, and usage Loyalty marketing and member lifecycle management Commercial modelling, benefits and considerations Security and fraud risks and mitigations, and legal considerations Loyalty program operations The future of loyalty Author Philip Shelper is CEO and Founder at leading loyalty consultancy, Loyalty & Reward Co. He has extensive experience within the loyalty industry as a designer, speaker, educator and researcher. In addition to designing loyalty programs for over 100 brands globally, he previously held loyalty roles at Qantas Frequent Flyer and Vodafone. Phil is a member of several hundred loyalty programs, and an obsessive researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program. Loyalty Programs: The Complete Guide was co-created by Loyalty & Reward Co's senior management team including Stacey Lyons, Scott Harrison, Ryan De Boer and Max Savransky. The Loyalty & Reward Co team specialise in loyalty program design, implementation and operation for major brands globally. Loyalty Programs: The Complete Guide also includes contributions from widely recognised loyalty industry experts Lincoln Hunter (principal and founder of Loyalty Legal) and Michael Smith (co-founder of the Loyalty Security Association).
Author: Ashley Reichheld
Publisher: John Wiley & Sons
ISBN: 1119855020
Category : Business & Economics
Languages : en
Pages : 310
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Book Description
The essential, data-driven blueprint to build trust in your organization. Did you know that trusted companies outperform their peers by up to 400%? That customers who trust a brand are 88% more likely to buy again? And that 79% of employees who trust their employer are more motivated to work (and less likely to leave)? The importance of trust is at an all-time high—just as our inclination to trust is at an all-time low. Building trust is your single greatest opportunity to create competitive advantage. With new data at its core, The Four Factors of Trust gives you practical guidance to measure and build trust in the relationships that matter the most—with your customers, workforce, and partners. Trust ultimately comes down to just Four Factors: Humanity, Capability, Transparency, and Reliability. These Four Factors make up Deloitte's HX TrustIDTM, a groundbreaking measurement tool poised to become the gold standard for evaluating organizational performance. Ashley Reichheld and Amelia Dunlop show how your organization can use HX TrustIDTM to measure, predict, and build trust to earn lifelong loyalty—and elevate the human experience with your customers, workforce, and partners. The Four Factors of Trust lays it all out in do-able parts so you can: Create better business outcomes by understanding how trust affects human behaviors Measure your company's trust score—revealing strengths, deficits, and opportunities to (re)build trust with key stakeholders Design actionable strategies to improve trust with your customers, workforce, and partners Build trust and earn loyalty through every business function from marketing to operations to talent experience With compelling stories from leading organizations—and practical applications in Marketing & Experience, Cybersecurity, HR, Sustainability (ESG), and Operations & Technology—The Four Factors of Trust will enable you to create the relationships you want to build, the organizations you want to belong to, and the world you want to live in.
Author: Lorraine Grubbs-West
Publisher: CornerStone Leadership Inst
ISBN: 9780976252856
Category : Business & Economics
Languages : en
Pages : 132
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Book Description
Southwest Airlines has a secret sauce, namely its incredible workforce of leaders at all levels. Lessons in Loyalty is an insider's clear, concise and energizing teachable point of view on how to build such a winning team.
Author: Mark Abraham
Publisher: Harvard Business Press
ISBN: 1647826284
Category : Business & Economics
Languages : en
Pages : 170
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Book Description
In a world where consumers expect more—instantly and seamlessly—personalization is a strategic imperative. Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process. But most companies are not doing personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization's strategy. Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe Five Promises of Personalization: Empower Me: Understand each customer's needs and how best to meet them. Know Me: Win customers' trust and permission to use their data to improve their experience. Reach Me: Reach out to the right customer, in the right channel, at the right time. Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI. Delight Me: Design new ways of working and ensure continuous improvement, so a customer's experience feels magical. With detailed examples across industries—including retail, health care, banking, technology, and travel—this book will help executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.
Author: Timothy Keiningham
Publisher: BenBella Books, Inc.
ISBN: 1935251295
Category : Business & Economics
Languages : en
Pages : 267
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Book Description
For decades we've been told that we live in fast-paced, dog-eat-dog world, that loyalty gets you nowhere, and that we must look out for number one! We've been told that to succeed we have to constantly reinvent ourselves, let go of past relationships, and move on to greener pastures. And we've been told that all this is good. But it's not good. Why Loyalty Matters is grounded in the most comprehensive study of loyalty ever conducted, and what it reveals can change your life. The science is very clear – when it comes to business success, satisfaction in our relationships and even overall happiness, loyalty is essential. Renowned loyalty experts Timothy Keiningham and Lerzan Aksoy combine their own groundbreaking research with the leading thinking in philosophy, sociology, psychology, economics and management to provide a comprehensive guide to understanding what loyalty is, what it isn't and how to unlock its power in your personal and professional life.
