LOYALTY RULES --- HOW TODAY'S LEADERS BUILD LASTING RELATIONSHIPS
by Frederick F. Reichheld. Harvard Business School Press, 2002
 PREFACE

ACKNOWLEDGMENTS

1) Timeless principles --- You must care as deeply about customer retention as anything else! (p1-18)

    [1] The case for loyalty (p2-4)

    [2] Measuring loyalty --- the loyalty acid test (p4-7)

    [3] The high road and the Internet (p7-9)

    [4] Sustainable economic advantage (p9-12)

    [5] Finding the right role models (p12-16)

    [6] The six principles of loyalty (p17-18)

      (1) Play to " win/win" --- profiting at s is a shortcut to a dead end!

      (2) Be picky --- membership is a privilege

      (3) Keep it simple --- complexity is the enemy of speed and responsiveness

      (4) Reward the right results --- worthy partners deserve worthy goals

      (5) Listen hard, talk straight --- long-term relationships require honest, two-way communication and learning

      (6) Preach what you practice --- actions often speak louder than words, but together they are unbeatable!

2) Loyalty leadership --- Putting principles into action (p19-42)

3) Play to "win/win" --- Profiting at your partner's expense is a shortcut to a dead end (p43-71)

    Loyalty is about earning employee's enthusiastic commitment to a relationship that will improve their lives over the long term!

      [1] High-road strategies (p45-52)

      [2] Insist on "win/win" solutions (p53-57)

      [3] Play only where you can win (p47-63)

        (1) Resist the "bargains"

        (2) Focus, Focus, Focus!

        (3) Find your economic sweet spot

        (4) Tune up your strategy

        (5) Dell-ite existing customers

        (6) Superior value needs less advertising

      [4] Focus on the rules of the high road (p63-69)

        (1) Get rid of distractions

        (2) Beware of the "rotting core"

        (3) Be wary of Wall Street wisdom

        (4) Grow from positions of strength

      [5] Putting principles into practice (p69-71)

      ACTION CHECKLIST = (p95-96)

        (1) Clarify your strategy

        (2) Test your partners

        (3) Create a customer experience council

          1. Create customer "value metrics"

          2. Grow from your strengths

        (4) Sharpen your focus!

          1. Stop wasting time!

          2. Stop wasting capital!

        (5) Teach the "win/win" philosophy

    4) Be picky --- Membership is a privilege (p73-96)

      ACTION CHECKLIST = (p95-96)

    5) Keep it simple --- Complexity is the enemy of speed and flexibility (p97-120)

      ACTION CHECKLIST = (p119-120)

    6) Reward the right results --- Worthy partners deserve worthy goals (p121-148)

      ACTION CHECKLIST = (p147-148)

    7) Listen hard, talk straight --- Long-term relationships require honest, two-way communication and learning (p149-172)

      ACTION CHECKLIST = (p171-172)

    8) Preach what you practice --- Preach what you practice (p173-190)

      ACTION CHECKLIST = (p188-190)

    APPENDIX --- the "Loyalty Acid Test" (p191-198)

      [1] The "Loyalty Acid Test" Consumer Survey (p192-194)

      [2] The "Loyalty Acid Test" Employee Survey (p195-198)

    NOTES (p199-202)

    INDEX (p203-211)

    ABOUT THE AUTHOR --- Fred F. Reichheld is a Director Emeritus of Bain & Company who founded Bain's Worldwide Loyalty Practice. More information about Reichheld and his work can be found at www.loyaltyrules.com. (p212)

    Go to: Character Issue at Work
    Go to: Leadership Issue at Work
    Go to: Teamwork Issue at Work
    Go to: Leadership Control Essay
    Go to: Home Page Index
    Go to: Interactive Index