Driving Loyalty

Driving Loyalty is a two-day leadership training program, which provides senior managers with tools to dramatically improve employee engagement and motivation, and grow customer satisfaction and loyalty.


Module One: Welcome to Customer Experience City!

After a brief introduction, participants go through a role-play where they play either a customer or an employee. Each scenario demonstrates one of four service interactions: one that exceeds expectations, one that meets expectations, one that does not meet expectations but recovers, or one that does not meet expectations and does not recover. This serves as both a fun and engaging start to the program but also services to convey several key learning points about customer experience design.

After the immersion, the learning objectives and key takeaways are covered, as well as the 5-step process for improving the customer experience.


Module Two: Calculating Loyalty Economics

Participants apply The Customer Lifetime Value calculator, a tool to explore Applying Customer and Employee Loyalty Calculators to determine the financial opportunity for improving loyalty. Participants look at two models: a Consumer model and SMB model. They review basic product assumptions for the two product groups in the model, including profitability, frequency of purchase and months between purchases. Next, they explore the critical retention rates for new customers with a significant retention assumption after the completion of their first purchase, and then steady retention rates for the remaining periods up to eight years. Finally, they detail the initial costs for acquiring new customers, including the cost to reach potential new customers and the acquisition rate associated with this expenditure. Using the adjustable discount rate, the model calculates a NPV for the consumer over their life with the client organization.


Module 3: Rackspace Video Case Study

Participants engage in the Rackspace Video Case Study, the exploration of a company that achieves superior results by driving employee engagement and a customer experience that creates positive word of mouth. They are also introduced to the Cycle of Capability



Module 4: Tools for Inspiring Ownership

The Cycle of Capability that underpins employee retention and productivity is introduced. Then participants explore the Cycle of Ownership, a subset of the Cycle of Capability, which outlines the key components required of leaders to encourage employee ownership, engagement, accountability, and pride in supporting business objectives that deliver exceptional customer service. They briefly look at the toolkit (paper-based or online) that contains resources, assessments, case studies, tips, and staff training exercises that managers can access right at their fingertips, and apply in their daily role as leaders. The tools are organized in relationship to the “links” of the Ownership Cycle.


Module 5: Innovating the Customer Experience

Participants discover the Seven Principles for improving the customer experience, and then apply them to a specific customer experience that they deliver today. After briefly mapping the experience, managers apply the seven principles to make targeted improvements based on what they know matters to customers and develop plans to test the top idea’s generated in the session.


Free Tools and Assessments

This web-based self-assessment is based on a sub-set of the Best Practices of leading Service Profit Chain companies. Assessment results will be produced immediately upon completion. MORE


A powerful, research-based system that dramatically improves customer satisfaction and loyalty. Learn strategy, management practices and customer service tactics to out-perform your competitors. MORE


Hundreds of large organizations around the world have used the groundbreaking Service Profit Chain to improve business performance. Now The Ownership Quotient reveals the next generation of the chain: customer and employee "owners"
of your business. MORE


Discover how organizational culture evolves, how it can be shaped and sustained, how it fosters innovation, promotes survival in tough times and influences the success of global strategies. MORE