True Loyalty Is Ultimately About A ...

“True Loyalty is ultimately about a relationship,” says Lisa Bradner, Forrester Research. It’s easier to build a relationship with someone than it is with something. Starbucks has a huge employee training program, where they make sure it’s a very positive experience. You may love your barista, but if she leaves, the next one is going to be equally warm and friendly. Companies should encourage their staff to build those strong relationships with customers, then work to replicate it. “Once you’ve identified salespeople who go above and beyond, Carlson Marketing’s Luc Bondar suggests you place them with your high-value customers as soon as possible, then rotate them into dealing with the lower tier of customers, so they can teach others the same principles, before rotating them back. (1 to 1 Weekly 12/10/07)