Building Customer and Employee Allegiance

Building allegiance pays huge dividends that go right to your bottom line: profitability and personal achievement. Applying the ideas in this book will make you and your organization more successful.

Bold talk, you may say. But I can back it up. This brief e-book is packed with straight talk about keeping and growing two of your company’s greatest assets, customer loyalty and employee engagement. Let’s see if this may be right for you.
Are you a business owner, leader, manager, or supervisor wrestling with challenges like these?

• Your success hinges on the service your customer-contact employees give. Perhaps these employees are teenage kids or poorly motivated workers in entry level jobs, who seem oblivious to how they come across to others.
• You have given pep talks about “giving great service” but aren’t really certain about what specifics actions can actually get your people to do that.
• You get frustrated by the number of one-time customers you never see again. Hustling after new customer sales feels like getting nowhere on a treadmill.
• You get tired of pouring money into advertising and promotions that lead to few ongoing customer relationships.
• Your employees seem too often checked-out or disengaged, doing only the minimum work with little enthusiasm.
• You lose good workers to other companies. Employee turnover is killing your bottom line and eating up your time.
• You are slammed with things to do and your constant hands-on coaching of employees to give good service isn’t sustainable.
• Your company has good intentions and pithy slogans about giving great service but translating those into actual tactics has been elusive.

Do any of these descriptions resonate with you? Welcome to today’s world of business.

Now, a little about me. Don’t be sidetracked by the PhD after my name. I’m not going to deliver a bunch of management or psychological theory. There is a place for such theoretical work, of course, but this book gives you theory-based ideas as plain talk in ready-to-apply form. It does not try to analyze the complexities of human behavior and management. It focuses on a target that is clear and achievable: building the allegiance of customers and employees.

The material in this book is based on my 30+ years’ experience teaching business people how to succeed. I have published more than 40 books on customer service (including a best-selling text that sells for ten times as much as this e-book!), management, communication, and related topics. I have taught these skills to thousands of business students at universities and executive MBA programs in the U.S. and Europe. I have worked with companies of all sizes to create strategies for building allegiance.

This book shows you how to translate your good and honorable service intentions into winning actions that:

• Reduce the profit-eating costs of lost customers and disengaged employees
• Solidify long-term repeat business, loyalty, and profitability
• Recover potentially lost customers and valued employees
• Exceed your customers’ expectations in value, information, personality, and convenience
• Activate a simple process for generating a constant stream of ideas that ensure competitive advantage

I know you will find solid, workable advice that will improve your results. So, thank you for reading and let’s get on with building customer and employee allegiance.