Issue 175 - 03 | Leading Loyalty: Cracking the Code to Customer Devotion

By Sandy Rogers, Leena Rinne, and Shawn Moon
Published April 17, 2019 12:00 p.m.
“In today’s hypercompetitive and connected world, where customers can switch to another provider with the click of a mouse or rethink a purchase decision based on a single online review or encounter with your organization, earning the loyalty of customers has proven to be elusive. Organizations offer lower prices, provide incentives, or construct reward programs, only to find that the benefit of such measures is often muted and/or short-lived. Such measures may change customers’ short-term purchase behaviors, but they rarely earn customers’ real loyalty and are easily replicated by competitors.

Loyalty is the heartfelt allegiance expressed by customers who are not only satisfied, but are delighted and faithful to your company’s products and services. Loyal customers glow when they talk about you. They are advocates, believers, campaigners, sponsors, friends, and promoters of your organization. Not only do they purchase a lot from you, they enthusiastically send other customers your way.

You build customer loyalty when the people in your organization show empathy for customers, take responsibility for helping them reach their real goals, and treat them generously. Earning loyalty is much more than teaching good service techniques or giving everyone a copy of Customer Service for Dummies and ordering the team to smile and say, ‘Have a nice day.’”

About Sandy Rogers, Leena Rinne, and Shawn Moon | Sandy Rogers is the leader of FranklinCovey’s Loyalty Practice. He was previously senior vice president at Enterprise Rent-ACar. 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.

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. 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.

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