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. 'Leading 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 'Leading 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.'----Lisa Lutoff-Perlo, President and CEO, Celebrity Cruises '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 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 . Fierce Loyalty Cracking the Code to Customer Devotion By Sandy Rogers, Leena Rinne, Shawn Moon HarperCollins Publishers Copyright © 2018 Franklin Covey Co. All rights reserved. ISBN: 978-0-8144-3939-5 Contents Foreword, vii, Authors' Note, xi, PART ONE — THE FOUNDATION FOR FIERCE LOYALTY, Introduction — Fierce Loyalty Is Powered by People, 3, Chapter 1 — Loyalty Leader Mindset, 9, PART TWO — THE PRINCIPLE OF EMPATHY, Chapter 2 — The Need for Empathy, 31, Chapter 3 — Make a Genuine Human Connection, 45, Chapter 4 — Listen to Learn the Hidden Story, 61, PART THREE — THE PRINCIPLE OF RESPONSIBILITY, Chapter 5 — The Need for Responsibility, 79, Chapter 6 — Discover the Real Job to Be Done, 93, Chapter 7 — Follow Up to Strengthen the Relationship, 107, PART FOUR — THE PRINCIPLE OF GENEROSITY, Chapter 8 — The Need for Generosity, 123, Chapter 9 — Share Insights Openly, 139, Chapter 10 — Surprise with Unexpected Extras, 153, PART FIVE — IMPLEMENTING FIERCE LOYALTY, Chapter 11 — Your Legacy as a Loyalty Leader, 169, C