Retail Observer

RETAILOBSERVER.COM APRIL 2019 14 I n business, if people merely like you, you're in trouble. They need to love you! Learn why building loyalty and modeling great customer service behavior are the keys to building raving fans. To thrive in today's economy, it isn't enough for your customers to merely like you. They have to love you. Win their hearts and they'll not only purchase more, they'll talk you up to everyone they know. But how can you turn 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 involving 1,100 stores and thousands of people, theay isolated examples that stood out in terms of revenues and profitability, finding that these "campfire stores" burned brighter than the rest thanks to fiercely loyal customers and employees who delight in making their customers' lives easier. 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. Filled with eye-opening examples and practical tools, Leading Loyalty will help you infuse empathy, responsibility, and generosity into every interaction. It will show you and your employees how to: • Make warm, authentic connections • Ask the right questions • Take ownership of the customer's issue • Listen to learn • Follow up and strengthen the relationship • Discover the real job to be done • Surprise people with unexpected extras • Share insights openly and kindly • Model, teach, and reinforce these essential behaviors through weekly team huddles It's time to invest in building customer loyalty. Even small improvements can mean a big boost to your bottom line – and improve your business overall. B O O K R E V I E W LEADING LOYALTY: Cracking the Code to Customer Devotion Authors: SANDY ROGERS is the leader of Franklin-Covey's Loyalty Practice. He was previously senior vice president at Enterprise Rent-A-Car. During his 14 years at Enterprise, Sandy managed the turnaround of the London, England, operation and led the teams that developed the company'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 create organizational greatness. Leena has a master's degree in economics from the University of Utah. She is 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. Publisher: AMACOM RO

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