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.
Book Description
Editorial Reviews
Review
"Finally, the amazing story of Saturn! Vicki Lenz provides a practical, up-close view of Saturn's unique and radical approach to creating loyal customers. The lessons apply to all of us."-Tom Peters
"Vicki Lenz has fashioned an eloquent, user-friendly roadmap for creating and maintaining customer loyalty. Saturn is the Nordstrom of the car business."-Robert Spector, coauthor, "The Nordstrom Way"
"Good reading! It's great to actually read one of our guest's thoughts in black and white. This book is like a report card you can't wait to show your parents." -Steven Salemi, Vice President, General Manager Saturn of Louisville
"Vicki Lenz has fashioned an eloquent, user-friendly roadmap for creating and maintaining customer loyalty. Saturn is the Nordstrom of the car business."-Robert Spector, coauthor, "The Nordstrom Way"
"Good reading! It's great to actually read one of our guest's thoughts in black and white. This book is like a report card you can't wait to show your parents." -Steven Salemi, Vice President, General Manager Saturn of Louisville
From the Back Cover
Have you been Saturnized? Many people can make that claim thanks to the company's renowned style of conducting business, which keeps their customers enthusiastic and coming back to purchase again and again. In an industry where the average customer loyalty rate hovers around 44 percent, Saturn excels at close to 60 percent-a tremendous accomplishment for a company to achieve in only eight years. What really is the Saturn difference? Why do their customers find the experience of doing business with them to be truly special? And-most important of all-how can your business follow in Saturn's footsteps?
Marketing expert Vicki Lenz answers these questions as she explores how Saturn built its exceptional customer service reputation, using Saturn's successful methods to demonstrate how any company can create positive relationships with customers and turn one-time buyers into repeat-purchasing, loyal clients. You'll hear from dozens of enthusiastic Saturn customers explaining why they love dealing with Saturn and why they will return to buy again. Lenz explains in detail what the Saturn Corporation has done to foster such devotion, and how you can adapt their methods to your business.
Each chapter of this book covers a different step that companies can take to gain customer loyalty, such as how to create interest, how to help customers feel welcome, and how to solve problems. Lenz also provides a complete breakdown of the sales process-before, during, and after the sale-to demonstrate how a customer's experience should be, for any product or service, from any size or type of business. You'll learn how Saturn does it, what customers think about it, and how you can make the changes necessary to become more customer-focused. Lenz will show you how to build your company's reputation through quality and value, creating a buzz and attracting people to your business and your product.
Among the many other strategies and tips you'll learn:
* The ten reasons to create customer loyalty
* The five core values that represent the Saturn style of business
* Unique ways to "reach out and touch" your customers
* "What You Can Do" ideas for immediate action
Whether you're a salesperson, manager, small business owner, or a CEO, it's up to you to create the excitement and environment that will inspire customer loyalty. The lessons of The Saturn Difference, well and sincerely learned, will give you the tools you need to keep your customers coming back-and also spreading the good word.
Your company may meet customers' expectations on the initial buy, but how can you be certain they will return to buy again? The Saturn Corporation knows that the key is to think of customers in terms of relationships, not transactions. In this insightful book, Vicki Lenz will show you how Saturn earned its outstanding record of customer loyalty, and how your business can do the same. Discover how creating a customer-loyalty atmosphere within your company can help you hire the right employees, attract long-term business, increase your profit margins, and deliver a serious blow to your competition.
"Finally, the amazing story of Saturn! Vicki Lenz provides a practical, up-close view of Saturn's unique and radical approach to creating loyal customers. The lessons apply to all of us."-Tom Peters
"Vicki Lenz has fashioned an eloquent, user-friendly road map for creating and maintaining customer loyalty. Saturn is the Nordstrom of the car business."-Robert Spector, coauthor The Nordstrom Way
"Good reading! It's great to actually read one of our guest's thoughts in black and white. This book is like a report card you can't wait to show your parents."-Steven Salemi, Vice President General Manager, Saturn of Louisville
Marketing expert Vicki Lenz answers these questions as she explores how Saturn built its exceptional customer service reputation, using Saturn's successful methods to demonstrate how any company can create positive relationships with customers and turn one-time buyers into repeat-purchasing, loyal clients. You'll hear from dozens of enthusiastic Saturn customers explaining why they love dealing with Saturn and why they will return to buy again. Lenz explains in detail what the Saturn Corporation has done to foster such devotion, and how you can adapt their methods to your business.
Each chapter of this book covers a different step that companies can take to gain customer loyalty, such as how to create interest, how to help customers feel welcome, and how to solve problems. Lenz also provides a complete breakdown of the sales process-before, during, and after the sale-to demonstrate how a customer's experience should be, for any product or service, from any size or type of business. You'll learn how Saturn does it, what customers think about it, and how you can make the changes necessary to become more customer-focused. Lenz will show you how to build your company's reputation through quality and value, creating a buzz and attracting people to your business and your product.
Among the many other strategies and tips you'll learn:
* The ten reasons to create customer loyalty
* The five core values that represent the Saturn style of business
* Unique ways to "reach out and touch" your customers
* "What You Can Do" ideas for immediate action
Whether you're a salesperson, manager, small business owner, or a CEO, it's up to you to create the excitement and environment that will inspire customer loyalty. The lessons of The Saturn Difference, well and sincerely learned, will give you the tools you need to keep your customers coming back-and also spreading the good word.
Your company may meet customers' expectations on the initial buy, but how can you be certain they will return to buy again? The Saturn Corporation knows that the key is to think of customers in terms of relationships, not transactions. In this insightful book, Vicki Lenz will show you how Saturn earned its outstanding record of customer loyalty, and how your business can do the same. Discover how creating a customer-loyalty atmosphere within your company can help you hire the right employees, attract long-term business, increase your profit margins, and deliver a serious blow to your competition.
"Finally, the amazing story of Saturn! Vicki Lenz provides a practical, up-close view of Saturn's unique and radical approach to creating loyal customers. The lessons apply to all of us."-Tom Peters
"Vicki Lenz has fashioned an eloquent, user-friendly road map for creating and maintaining customer loyalty. Saturn is the Nordstrom of the car business."-Robert Spector, coauthor The Nordstrom Way
"Good reading! It's great to actually read one of our guest's thoughts in black and white. This book is like a report card you can't wait to show your parents."-Steven Salemi, Vice President General Manager, Saturn of Louisville
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Most Helpful Customer Reviews
8 of 9 people found the following review helpful:
5.0 out of 5 stars
The certain way to succeed in business!,
By A Customer
This review is from: The Saturn Difference: Creating Customer Loyalty in Your Company (Hardcover)
What a magnificent book! What a great example is the story of Saturn. It proves what we all know, but what so few do - that a genuine love of a product with a genuine care for a customer is the certain way to succeed in business. I'll take 200 copies please for all our real estate offices!
3 of 3 people found the following review helpful:
5.0 out of 5 stars
A mmust read for anyone in business,
By Leatherneck1_98@yahoo.com (Aurora,CO) - See all my reviews
This review is from: The Saturn Difference: Creating Customer Loyalty in Your Company (Hardcover)
This book gives valuable insight in how to retain customers. It goes way beyond customer satisfaction and brings us back to the simple values that make businesses truly successful.
1 of 7 people found the following review helpful:
2.0 out of 5 stars
Out of Date material concerning Saturn,
By A Customer
This review is from: The Saturn Difference: Creating Customer Loyalty in Your Company (Hardcover)
Vicki Lenz has written a thoughtful, but out of date rendition of how Saturn currently conducts business. Because of lower sales numbers, many of the dealerships have reverted to the old way of selling cars. Long gone are the barbeques and the customer information seminars, proactive recalls, and friendly cost effective customer service. Policy now calls for "touching the desk", the typical car sales approach for the sales person to get the manager before the customer leaves the premises as a last ditch effort. Saturn is no longer rated as the number 1 car in sales satisfaction and the JD Powers ranking is sinking annually. Ms. Lenz needs to seriously update her material. The techniques she describes haven't been used by Saturn for quite awhile.
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