Master Class

We skimmed the book so you wouldn’t have to

Driving Loyalty: Turning Every Customer and Employee into a Raving Fan for Your Brand by Kirk Kazanjian (Crown Business), $28

If you work in an unsexy industry, lure talented employees with fast tracks. “If bright candidates worked hard and proved their abilities,” writes Kazanjian about car rental giant Enterprise, “they had the potential to run their own branch office within a couple of years.” p46

Give routine and candid assessments to your employees. “Even though it may not always be positive, employees actually like to get feedback,” he writes. “This lets workers know where they stand and gives an opportunity to set performance goals.” p93

Foster customer loyalty with membership programs offering tangible benefits. “Research shows that 82 percent of affluent customers belong to loyalty programs, compared to 74 percent of the general population,” he writes. p184

Companies need to be socially and environmentally conscious. “When considering two brands of a similar price and quality, 80 percent of consumers would be willing to switch to the more sustainable option,” he writes. p230


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