John Jantsch: I wrote a book called Reference Engine, one of my books, as many of my listeners know, and I wrote a sentence about reference skills, and I think I said something similar: “Your employees will probably treat your customers exactly as they are treated. “And I think somehow. I mean, it doesn’t make sense, does it? I mean, frontline people do feet and hands, some of them do feet and hands because they’re nice, but most of them do feet and hands because they really believe in the mission. Sandy Rogers: Well, I studied business administration years ago and we learned a lot about strategy, didn’t we? A brilliant strategy to beat your competitors and stand out in the market, and I like to read Peter Drucker’s comments years later: “And you know that I was at Apple, Proctor & Gamble, Enterprise Rent-A-Car and now Franklin Covey, I don’t agree with that anymore. John Jantsch: So at Franklin Covey, you take the initiative or I’m sorry you have a loyalty program. John Jantsch: Hey, this episode of the Duct Tape Marketing podcast is presented by Rev. com. We all do our transcriptions here at the Duct Tape Marketing podcast with Rev. com and I’ll be making a special offer soon. Over the next ten years we have gone from 66% of our customers to 80% of our customers in thousands of offices and reduced the variation, which is still the biggest problem in a chain, from 28 points to less than 12 points. John Jantsch: Yes, my favorite promotion is new customer promotion, right? I am loyal and I have been with you for 10 years and the new person is entitled to a discount, I have nothing. John Jantsch: So, customer loyalty is one of the things that can have disappeared from the dialect of the buyer’s buying behavior. Sandy Rogers: We help companies that want to significantly improve their customer loyalty. But it’s about training your employees to do what we describe in the “Executive Loyalty” section. John Jantsch: So the title of the book is Loyalty Leader, just like the book. I mean, the boss sets the tone. John Jantsch: Visit to Sandy Rogers, author of Leading Loyalty: Cracking the Customer Loyalty Code. If you ignore or hurt these things, you don’t deserve the loyalty of important people in your life. Accurately measure your customer service so they know who should be at the forefront of customer service and then provide them with a training process that we describe in the book, so everyone can apply these loyalty principles more often. I mean, why should I get in my car and go to a store if I don’t do better than buy it online and deliver it at home? So what makes the shopping experience different are the people. Sandy Rogers: You can get to know the book at your favorite bookstore, especially at Amazon, Leading Loyalty: deciphering the customer loyalty code. The process we describe in this book is a series of 11 meetings, in which you and your team spend 15 minutes a week discussing these principles and practices and especially celebrating the people who do what you said last week during your 15-minute meeting.