Driving Loyalty by Kirk Kazanjian
A practical, story-driven guide to turning every customer and employee into a raving fan for your brand
“The book steadfastly holds to a maxim from Enterprise’s founder, Jack Taylor: “Take care of your customers and employees first, and the profits will follow.”
“[Kazanjian’s] subject here is an important one.”
“There’s no way you can read this book without taking away some great ideas and concepts that will help you grow yourself and your business.”
–David C. Novak, chairman and CEO, Yum! Brands, Inc.
“DRIVING LOYALTY provides an excellent road map for how to succeed in building your brand, motivating your team, and delighting your customers regardless of the underlying economy.”
–Matthew J. Slaughter, professor of management, Tuck School of Business at Dartmouth
As the author of some two dozen books, a top marketing executive for one of the world’s largest financial services companies, a lifelong entrepreneur, and a leading authority on the latest trends in marketing, branding, and customer service, Kirk Kazanjian knows what it takes to build a successful business today. In DRIVING LOYALTY: Turning Every Customer and Employee into a Raving Fan for Your Brand, he presents a blueprint that businesses of all types can use to deliver exceptional service, create a high-performing work environment, build strong brands, instill loyalty, market effectively online and off, and in turn, power overall performance.
Few companies have done this better than Enterprise Holdings, owner of the Enterprise, National, and Alamo rental car brands. While Enterprise has long been known for offering excellent customer service, the company faced a huge challenge after buying National and Alamo several years ago: integrating different cultures, workforces and customer bases without compromising service. Enterprise is among the companies used as a case study in DRIVING LOYALTY. Kazanjian offers an inside look at how Enterprise began operating three distinct brands in a way that ultimately led to rising profitability and some of the highest customer and employee satisfaction scores in the industry as an example of how to successfully implement the book’s many actionable ideas.
Each chapter of DRIVING LOYALTY is devoted to a different element of building loyalty and includes key strategies that readers can implement, including:
- Ten ways to stand out from the competition
- Techniques for significantly enhancing customer service
- Tips for creating an effective incentive program
- Sample behavioral questions to determine whether job candidates may be a good cultural fit
- Dos and Don’ts of empathetic leaders
- Reasons customers don’t complain
- Strategies for effective online marketing
- Lessons to shape your sustainability platform
By uncovering the secrets to instilling loyalty used by Enterprise and other well-respected companies such as Costco, Starbucks, and JetBlue, readers will be armed with the key tenets needed to find and retain fantastic employees, build a global brand, provide excellent service, achieve tremendous success—and turn customers and employees into raving fans.