WHO ARE YOUR CUSTOMERS?

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 YOUR ORGANIZATION, YOUR TEAM, YOUR ROLE

DOES NOT HAVE AN INHERENT

RIGHT TO EXIST.

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 My organization (my team, my role) meets the needs of

.
________________

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 WHAT DOES CUSTOMER
LOYALTY LOOK LIKE?

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 DETRACTORS PASSIVES PROMOTERS

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WHY DOES LOYALTY MATTER?

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 A Loyalty Leader Grows 2X Faster!
260
Growth
250%

200
The only way to grow a business
is to get customers to come back
for more and
150
tell their friends.”
100
100
Andy Taylor, CEO, Enterprise Rent-A-Car

50

0
Average Loyalty Leader
Source: The Ultimate Question, Fred Reichheld

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 • Describe your passive customers.

• Describe your loyal customers.

• What is the impact of these two types of customers

on your team or organization ?

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 WHO
CREATES LOYALTY?

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 YOUR
PEOPLE

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 More than 70% of what makes a customer
experience great is based on the behavior
of frontline employees.

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 What Makes a GREAT Experience?

EVERYTHING ELSE
(products, promotions, policies,
pricing)
30%

FRONTLINE
70% BEHAVIOR

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 A culture where every person is highly engaged to
delight each customer!

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The culture of any organization is
simply the collective behavior of its
leaders. If you want to change your
culture, change the collective
behavior of your leaders.

RAM CHARAN

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 Culture: The Number One Challenge

Culture issues exploded onto the scene,

rising to become the no. 1 challenge
companies face around the world.

Deloitte
Global Human Capital Trends 2015

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 What Is Culture?

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 Culture is the…

• Spoken and unspoken values,

principles, norms and systems
• Nature of the relationships
• Collective behavior of your people

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 Culture: The Number One Challenge

So…if nearly every leader recognizes culture as

their top issue, why are so few companies
making any progress in addressing it?

Deloitte
Global Human Capital Trends 2015

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 Too many organizations leave
building their culture to chance.

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 Too many organizations leave
building their culture to chance.

GREAT CULTURES
are created intentionally

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 LOYALTY CULTURES

Leader-led
Created intentionally
Established framework

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 HOW DO WE CREATE
A LOYALTY CULTURE?

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 We use a framework to
model, teach, and
reinforce loyalty building
behaviors.

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 Empathy

LISTEN
SHARE
Responsibility
Generosity

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 Empathy

LISTEN
SHARE
Responsibility
Generosity

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 Empathy
The ability to identify with and understand another’s situation or
feelings.

Responsibility
Taking ownership of what should be done.

Generosity
Giving from the heart – giving more than is necessary or
expected.

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 Kanyon

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 Empathy

LISTEN
SHARE
Responsibility
Generosity

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 Empathy

LISTEN
SHARE
Responsibility
Generosity

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 6 Loyalty Practices
1. CONNECT, make genuine human connections.
2. LISTEN and communicate with empathy.
Empathy

LISTEN
Responsibility
Generosity

MODEL . TEACH . REINFORCE

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 6 Loyalty Practices
1. CONNECT, make genuine human connections.
2. LISTEN and communicate with empathy.
Empathy
3. DISCOVER the real “job to be done” for

LISTEN
Responsibility
customers and employees. Generosity
4. FOLLOW UP to strengthen the relationship.

MODEL . TEACH . REINFORCE

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 6 Loyalty Practices
1. CONNECT, make genuine human connections.
2. LISTEN and communicate with empathy.
Empathy
3. DISCOVER the real “job to be done” for

LISTEN
SHARE
Responsibility
customers and employees. Generosity
4. FOLLOW UP to strengthen the relationship.
5. SHARE insights openly.
6. SURPRISE with unexpected extras.
MODEL . TEACH . REINFORCE

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 • Think of the three loyalty principles – empathy, responsibility
and generosity.

• Which ones do you do well in your team or organization?

• Which ones do you need to improve?

Empathy

LISTEN
SHARE
Responsibility
Generosity

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 LISTEN
SHARE

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 Discover the Real Job
to Be Done
Search for the underlying need or goal.

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job • to • be • done

The progress a customer is trying to make in

a particular circumstance.
 OUTCOME
What is the desired result?

CIRCUMSTANCE
What is the specific context?

PROGRESS
How do I get there?
People don’t want
to buy a quarter-
inch drill;
they want a quarter-
inch hole.
THEODORE LEVITT
 • What is the circumstance that (you believe) your
‘customer’ is in?

• What is the outcome that they are looking for?

• What is the progress they need to get there?

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 WHAT ARE YOUR
NEXT STEPS?

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 AS A LEADER, YOU ARE
RESPONSIBLE FOR CREATING A
LOYALTY CULTURE.

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 LOYALTY HUDDLES

1. Celebrate – successes

2. Learn – how to build loyalty in your customers

3. Commit – to specific action

4. Schedule – the next huddle

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 Your Legacy
of Loyalty

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 THANK YOU!
leena.rinne@franklincovey.com
@leenarinne
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