Fierce Loyalty

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, earning the true loyalty of customers has proven to be elusive for most organizations. In pursuit of even small gains in customer loyalty, 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’ true loyalty and are easily replicated by competitors. Read the excerpt to learn more....

About the Author

Currently in her seventh year with FranklinCovey, Leena was part of the innovation team that developed FranklinCovey’s core productivity solution, The 5 Choices. Her area of interest focuses on how technology impacts productivity in today’s world. Leena was heavily involved with launching The 5 Choices, both in North America and around the world. Leena is FranklinCovey's vice president of consulting and is responsible for the management and development of the consultant team and the ongoing delivery of FranklinCovey programs and solutions.

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