Note: This resource is part of our Moving the Bar in Your Career and Your Life, a unique approach to professional development series: Building Enviable Customer Relationships. Click here to see the entire series.
Inside "The Customer Loyalty Playbook" are 9 compelling reasons why you want to improve customer and client loyalty and 12 executable and customizable winning game strategies that you can use to gain customer loyalty – the ultimate end goal of a successful and sustainable business.
Just like in sports, your business can have a playbook, a notebook that contains the game plays that make a team successful. It documents the coordinated strategies and tactical actions that keep the team moving forward toward winning their game. Each chapter has a play diagram followed by an explanation, a case study, and discussion questions to use with your team.
There are four sections that build customer loyalty infrastructure into your business:
- Engaged employees
- Designing the customer experience
- Targeted marketing
You’ll learn what defines a customer-centric organization. What does the org chart look like when the customer is part of it? How distributed leadership, a model of aligned values, and a formula for engagement combine to build next level leadership and an unstoppable team. You’ll be present to what we as humans naturally connect to and why. You’ll learn a step-by-step process to craft well thought out customer journeys. You’ll create an avatar for your ideal target customer who really ‘gets’ your value proposition. You’ll see how to catch each one in your marketing spider web. Your focus on generating customer loyalty will become the profit and growth driver of your business. Case studies in every chapter take concepts and make them real. Diagrams are simple so you internalize the ‘aha’ before you even read the accompanying explanation and self-evaluative questions.
How to Use This Playbook:
- Select an image from a chapter you want your team to understand and implement.
- Download it from the Diagrams page, print, and distribute, or project it on a screen for your whole team to see.
- Have a few members of your staff pre-read the chapter’s explanation and case study and summarize it for the rest of the team.
- Then, let them proceed to ask the questions suggested in the book. Engage your staff in contributing their ideas.
- Select the best idea-or a combination of ideas-to implement that moves the company forward.
You’ve started to practice distributed leadership, which generates your staff’s active interest in implementation. You’re now already practicing one of the things the book suggests. Each chapter can be used at a "lunch-and-learn" or team meeting to build employee involvement in making the business more customer-centric. Each chapter can be used independently of the others.
Jeri Quinn, President of Driving Improved Results, is a recognized speaker, author, coach, consultant, and professional development expert focused on small and mid-size businesses. Jeri’s background includes starting an Information technology firm, growing it to a multi-million-dollar business, and then selling it to an industry player. Jeri has worked with executives and teams in over 40 industries, spoken at major business expos, facilitated business development and extraordinary customer service at institutions such as MoMA and AIG, and has partnered with New York City, The Kaufmann Foundation, Citibank, Merrill Lynch, HSBC, and Signature Bank to educate their clients.