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The authors' Harvard Business Review articles set the context for this collection and demonstrate the need for understanding loyalty within the larger context of customers, investors, and employees--and how they interact. The introduction by Scott Cook, co-founder and chairman of Intuit, discusses the role loyalty has played in a company's strategy for growth and profits. Also includes articles from leading scholars and practitioners in management, including Peter Drucker, Charles Handy, Michael Porter, and C.K. Prahalad and Gary Hamel. Interviews with Sir Colin Marshall of British Airways and General Robert F. McDermott provide the perspective of the CEOs of loyalty-based firms, and how they can create financial success by targeting the right customers and levels of service and value through investing in their employees.
| Foreword | ||
| Introduction | ||
| Loyalty-Based Management | 3 | |
| Competing for the Future | 17 | |
| Trust and the Virtual Organization | 31 | |
| Service Comes First: An Interview with USAA'S Robert F. McDermott | 45 | |
| The Power of Predictability | 67 | |
| Capital Disadvantage: America's Failing Capital Investment System | 75 | |
| Reckoning with the Pension Fund Revolution | 109 | |
| Zero Defections: Quality Comes to Services | 129 | |
| Why Satisfied Customers Defect | 143 | |
| Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall | 165 | |
| Letter to the Editor in Response to "Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall" | 185 | |
| Championing the Customer | 189 | |
| Do Rewards Really Create Loyalty? | 197 | |
| Do You Want to Keep Your Customers Forever? | 211 | |
| Learning from Customer Defections | 233 | |
| Executive Summaries | 257 | |
| About the Contributors | 267 | |
| Index | 271 |
Overview
The authors' Harvard Business Review articles set the context for this collection and demonstrate the need for understanding loyalty within the larger context of customers, investors, and employees--and how they interact. The introduction by Scott Cook, co-founder and chairman of Intuit, discusses the role loyalty has played in a company's strategy for growth and ...