Leading Loyalty Offers Principles, Practices and
Behaviors for Building a Loyalty Culture and Enriching Employees’ and
Customers’ Lives to Earn Their Fierce Loyalty
NEW YORK & SALT LAKE CITY–(BUSINESS WIRE)–FranklinCovey
Leadership are pleased to announce the release of the highly
anticipated book Leading
Loyalty: Cracking the Code to Customer Devotion, co-authored by Sandy
Rogers, FranklinCovey Global Loyalty Practice Leader; Leena
Rinne, FranklinCovey Vice President of Consulting; and Shawn
Moon, a 30-year executive and a senior consultant for FranklinCovey.
In today’s hypercompetitive, connected world, where customers can switch
to another provider with a mouse click or rethink a purchase based on a
negative review, earning customers’ true loyalty has proven to be
elusive for most organizations. To achieve even small gains in customer
loyalty, organizations offer lower prices, provide incentives, or
construct reward programs. Although such measures may change customers’
short-term purchase behaviors, they rarely earn customers’ true loyalty
and are easily replicated by competitors.
“Loyalty is built one great experience at a time,” said Sandy Rogers,
co-author of Leading Loyalty and FranklinCovey Loyalty Practice
Leader. “And the difference between a good and a great experience often
comes down to how customers feel about their interactions with us. The
customer’s experience is certainly influenced by our products and
services, policies and procedures, and the technology we deploy to make
it easier for customers to work with us. But the actions of our people
on the front line are paramount to delivering the emotional experience
that is essential to earning fierce customer loyalty.”
Leading Loyalty gets to the heart of the challenge every
organization faces—inspiring people at every level to behave in ways
that result in customers feeling their experience is one of the best
they’ve ever had.
For more than 30 years, the customer loyalty experts and authors at
FranklinCovey and its Global
Customer Loyalty Practice have been observing, leading, coaching and
conducting research inside thousands of organizations around the world
to help clients achieve system-wide adoption of behaviors that earn
their employees’ and customers’ unwavering loyalty.
The co-authors of Leading Loyalty have identified the key
differentiators that set loyalty-leading organizations apart from their
lesser-performing counterparts. Distinct from other books written on the
subject of customer loyalty, this book offers readers the principles,
practices and behaviors needed to actually earn loyalty—not simply drive
repeat purchases from customers with a discount or reward program. It
provides readers with the foundation for building the kind of fierce
loyalty that is fueled in the heart, through positive and emotional
interactions with other people.
Rogers said, “Leading Loyalty is filled with real-life examples
and practical tools to help readers embed the three core loyalty
principles—empathy, responsibility and generosity—into every customer
interaction, so they can ‘crack the code’ to earning their customers’
The principles and practices in the book are applicable to every
industry and organization. Filled with eye-opening examples and
practical tools, Leading Loyalty is for anyone who leads teams
who interface with internal or external customers, as well as for those
people who engage directly with customers. It is a must-read for leaders
and managers who are responsible for modeling, teaching, inspiring, and
building a loyalty culture that systemically and consistently creates
fiercely loyal customers.
Leading Loyalty includes a detailed process and actionable steps
that have been proven essential to acquiring and sustaining true
customer devotion. Leaders and managers can reinforce the principles and
practices in the book by leading 11 team “huddles—one every week—to
inspire loyalty building behaviors.” These quick, purposeful meetings
introduce and refine a team’s skills and actions, helping them to earn
their customers’ continuing loyalty. Leaders can also access a detailed
execution plan and online tool for assessing and tracking progress
towards building permanent habits of performance for lasting change.
This process is based on The 4 Disciplines of Execution™,
FranklinCovey’s methodology for systematic, organization-wide
achievement of an organization’s “wildly important goals.”
Readers will also learn how to:
- Make a genuine human connection with people
- Listen to learn their hidden story
- Discover the real job to be done
- Follow up to strengthen the relationship
- Share insights openly to help others win
- Surprise people with unexpected extras
Model, teach and reinforce these essentials through weekly team
huddles (with sample outlines provided)
At a time when building true loyalty is more crucial than ever, even
small improvements mean a big boost in both the bottom line and an
organization’s overall health and success. Leading Loyalty offers
straightforward, actionable guidance and real-world examples to guide
organizations in building the powerful customer devotion required to
truly thrive in our increasingly competitive landscape.
About the Authors
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 and at P&G. He is
a graduate of Duke and Harvard Business School.
Leena Rinne is FranklinCovey’s vice president of consulting, leading the
hiring, development, and management of FranklinCovey’s world-class
consultant team and is responsible for the ongoing high-quality delivery
of its programs and solutions. She has been with FranklinCovey for over
13 years and is deeply passionate about working with leaders to create
organizational greatness. Leena is a coauthor of The Wall Street
Journal best-seller The 5 Choices: The Path to Extraordinary
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.
About the Book
Title: Leading Loyalty: Cracking the Code to Customer Devotion
Sandy Rogers, Leena Rinne, Shawn Moon
Pub Date: April 16,
Price: $24.99 (hardcover)
Co. (NYSE: FC) is a global, public company specializing in
organizational performance improvement. We help organizations and
individuals achieve results that require a change in human behavior. Our
expertise is in seven areas: leadership, execution, productivity, trust,
sales performance, customer loyalty, and education. FranklinCovey
clients have included 90 percent of the Fortune 100, more than 75
percent of the Fortune 500, thousands of small and midsized businesses,
as well as numerous government entities and educational institutions.
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