Retail Observer

RETAILOBSERVER.COM AUGUST 2018 14 T o thrive in today's economy, it's not enough for customers merely to 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 • And more. It's time to invest in building loyalty. Even small improvements mean a big boost to your bottom line…and improve your business overall. B O O K R E V I E W FIERCE LOYALTY Cracking the Code to Customer Devotion Co-Authors: Sandy Rogers, Leena Rinne, and Shawn Moon. • Rogers serves as managing director of FranklinCovey's loyalty practice, which is focused on helping large multi-unit operators in retail, healthcare, grocery, food service, lodging, and financial services to accelerate growth through increased customer and employee loyalty. • Rinne is FranklinCovey's vice president of consulting, currently in her seventh year with FranklinCovey. Rinne was part of the innovation team that developed FranklinCovey's core productivity solution, The 5 Choices. • Moon is a 30-year FranklinCovey executive and senior consultant and has more than three decades of experience in leadership and management, sales and marketing, program development, and consulting services. His deep knowledge and robust experience inspire others to become leaders through personal effectiveness and execution. Publisher: HarperCollins Leadership; Special edition RO

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