Driving Loyalty: Turning Every Customer and Employee into a Raving Fan for Your Brand

Kirk Kazanjian, Author
Kirk Kazanjian. Crown Business, $28 (272p) ISBN 978-0-385-34694-8
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Kazanjian (Exceeding Customer Expectations) uses Enterprise Holdings (owner of Enterprise, National, and Alamo rental cars) as a model in this “guide to running an employee-centered company that caters to its customers.” Through discussions about Enterprise—and other large corporations—Kazanjian covers the basics of how to build a business: the power and importance of employees, leadership, customer service, mergers and acquisitions, and marketing. Although the lessons are general in nature, specifics of Enterprise’s business model and the car rental industry muddle the overall message. Kazanjian has opted for a certain trade-off of range over clarity, covering with equal weight both the creation of customer loyalty and the importance of employee value, where other books might have chosen just one of those topics. Even so, the book steadfastly holds to a maxim from Enterprise’s founder, Jack Taylor: “Take care of your customers and employees first, and the profits will follow.” (Apr.)
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