The Saturn Difference: Creating Customer Loyalty in Your Company

The Saturn Difference: Creating Customer Loyalty in Your Company

The Saturn Difference: Creating Customer Loyalty in Your Company

The Saturn Difference: Creating Customer Loyalty in Your Company

Synopsis

Many people across the country claim they have been "Saturnized," thanks to the company's renowned style of conducting business that keeps their customers happy and coming back to purchase again and again. Marketing expert Vicki Lenz explores how Saturn built its exceptional customer service reputation, using their successful methods as a role model to demonstrate how any company can create positive relationships with their customers, fulfill their needs, and turn one-time buyers into repeat-purchasing, loyal clients. Lenz, a satisfied Saturn customer, focuses on why Saturn buyers are so loyal, letting the reader hear directly from the customers themselves and extrapolating lessons from their feedback that are useful in any industry. She covers the steps companies can take to gain customer loyalty, including how to create interest, how to help customers feel welcome, how to solve problems, and how to communicate after the sale. In the spirit of The Nordstrom Way, Lenz offers managers, owners, and entrepreneurs alike sound advice that will show them how to stay ahead in the all-important race to catch, and keep, the customer.

Excerpt

If you' re thinking that this book was Saturn's idea, the answer is definitely no. And, no, I was not under contract or employed by Saturn Corporation, General Motors, or any advertising agency to write this book. Let me share with you the story behind it.

I was first exposed to Saturn several years ago when a friend purchased a shiny black Saturn coupe. She was so enthusiastic that you would have thought Saturn was paying her to act that way. (The company wasn't, but later the local retailer did invite her to appear in commercials and newspaper advertisements.) Then, in another book, I wrote about Saturn's 1994 Homecoming event as a means for showing customer appreciation and creating generations of customers. Later, as I began speaking to business audiences, I mentioned the Homecoming—and interesting things happened. Enthusiastic people—loyal Saturn customers—approached me, anxious to share their stories. Stories about why Saturn is different. Stories not so much about the car; rather, stories about the wonderful way they were treated as customers before, during, and after they purchased one. the . . .

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