Fierce Loyalty

Everyone has customers. And in today's highly competitive world, we all want more customer loyalty. The struggle is how do we get it.

Loyalty is built one great experience at a time. The difference between a good and a great experience often comes down to how our customers feel based on their interactions with us.

Fierce Loyalty goes beyond the latest rewards program or cutting-edge technology. This book gets to the heart of the challenge many of us face: How do we consistently behave so people feel their experience with us was among the best they've ever had

Filled with real-life examples and practical tools, Fierce Loyalty helps you embed the three core loyalty principles-empathy, responsibility, and generosity-into every interaction so you can crack the code to your customers' devotion.

“'Fierce Loyalty is an exceptional guide to unlocking the potential of every service-based organization. The practices shared will engage teams in a new way to challenge the limited thinking and actions so often present in customer encounters.'”

'I have long believed that loyalty is at the center of all great organizations. The team at FranklinCovey deeply understands this maxim--and has been a valued partner in delivering practical support and tools to help spread this philosophy around the world.'----Fred Reichheld, creator of the Net Promoter(R) Score and System, and New York Times bestselling author of several books on loyalty; including The Loyalty Effect and The Ultimate Question 'Fierce Loyalty contains the principles and practices that are vital to creating an exceptional customer experience in every interaction. A great read for organizations that want happy customers, passionate about their brand.'----Tony Hsieh, CEO, Zappos.com, and New York Times bestselling author of Delivering Happiness ----Lisa Lutoff-Perlo, President and CEO, Celebrity Cruises

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.

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 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? 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 Leading 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, Leading 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.

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