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

A practical, story-driven book on the importance of building and inspiring loyalty among employees, customers, clients, and vendors, based on the lessons learned from the phenomenally successful Enterprise car rental company.

In Driving Loyalty, marketing and customer service expert Kirk Kazanjian explores one of the key attributes behind building a successful business today – creating an unbreakable bond of loyalty between your customers and employees. Few companies have done this better than Enterprise Holdings, owner of the Enterprise, National, and Alamo rental car brands. While Enterprise has long been known for offering excellent customer service, the company faced a huge challenge after buying National and Alamo in 2007, given that it had to integrate different cultures, a varied workforce, and highly divergent customer bases.

In Driving Loyalty, you’ll get an inside look at how Enterprise began operating three distinct brands in a way that ultimately led to rising profitability and some of the highest customer and employee satisfaction scores in the industry. You’ll also learn how other successful companies—from JetBlue and Starbucks to Costco and even Chobani Yogurt—use similar techniques to outsmart the competition and turn customers and employees into raving fans.

Kirk Kazanjian is a leading authority on the latest trends in marketing, branding, and delivering excellent customer service in today’s fast-changing and ultra-competitive world. He has written some two dozen books and is a top marketing executive for one of the world’s largest financial services companies.

A lifelong entrepreneur, Kazanjian is a popular speaker and former award-winning television news anchor and business reporter. He has appeared on a variety of media outlets, including CNBC, CNN, and Fox News Channel. His work has also been featured in such publications as Barron’s, Entrepreneur, Fortune, and USA Today.