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

Leena Rinne is FranklinCovey's Vice President of Consulting. She is responsible for the management and development of the consultant team and the ongoing world class delivery of FranklinCovey programs and solutions. Leena is co-author of the Wall Street Journal bestselling book, The 5 Choices: The Path to Extraordinary Productivity, and also co-authored the forthcoming book, Leading Customer Loyalty: Cracking the Code to Customer Devotion. Currently in her 14th year with FranklinCovey, Leena’s passion lies in supporting client to develop great leaders and create winning cultures.

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