Leading Loyalty

About the Author

Sandy Rogers, Leena Rinne, and Shawn Moon are experts in customer loyalty and leadership. Sandy Rogers leads FranklinCovey’s Loyalty Practice, Leena Rinne is the Vice President of Consulting at FranklinCovey, and Shawn Moon has extensive experience in leadership, management, and consulting services. Together, they bring a wealth of knowledge and practical insights into building customer loyalty and employee engagement.

Main Idea

Leading Loyalty: Cracking the Code to Customer Devotion by Sandy Rogers, Leena Rinne, and Shawn Moon explores how to transform casual customers into passionate promoters. The book identifies key principles of empathy, responsibility, and generosity as the foundation for creating strong customer loyalty.

Table of Contents

1. Introduction
2. The Loyalty Leader Mindset
3. The Principle of Empathy
4. The Principle of Responsibility
5. The Principle of Generosity
6. Implementing Loyalty
7. True Loyalty Starts with You

The Loyalty Leader Mindset

The Loyalty Leader Mindset is centered on three core principles: empathy, responsibility, and generosity. This mindset helps leaders and employees earn the loyalty of customers by genuinely connecting with them, taking ownership of their needs, and exceeding their expectations.

"I earn the loyalty of others by having empathy for them, taking responsibility for their needs, and being generous." - Rogers, Rinne, and Moon

The Principle of Empathy

Empathy involves understanding and sharing the feelings of others. It is crucial for creating genuine human connections and fostering customer loyalty. Empathy goes beyond listening to truly feeling what the customer feels.

Make a Genuine Human Connection

Creating a genuine connection with customers promotes a sense of belonging and acceptance. This starts with a warm welcome, observing unexpressed emotions, making eye contact, acknowledging others, and being available without hovering.

• Smile and greet warmly: Gordon Wilson from Apple Stores emphasized approaching customers with a personalized, warm welcome.
• Observe, then serve: Notice the customer's demeanor and tone to match your behavior to their needs.
• Connect with your eyes: Eye contact is essential for making a human connection, adding warmth and sincerity.

For example, a Safelite AutoGlass technician named Kanyon Hillaire went out of his way to communicate with a hearing-impaired customer by having a friend record a video message in sign language. This effort made the customer feel understood and valued.

"When the customer saw the video, he was nodding his head and laughing with joy, and so grateful. The walls between us did fall." - Kanyon Hillaire

Listen to Learn the Hidden Story

Listening to customers involves more than hearing their words; it includes understanding their emotions, knowledge, experience, and perspective. Effective listening uncovers the hidden story behind their needs.