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Why Loyalty Matters: The Groundbreaking Approach to Rediscovering Happiness, Meaning and Lasting Fulfillment in Your Life and Work Hardcover – July 7, 2009

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Book Description

From the Publisher

"In good times loyalty is important; in challenging times it's essential. Why Loyalty Matters is the best book on loyalty ever written."
--Michael Watkins, bestselling author of The First 90 Days and co-founder of Genesis Advisers

"This is a supremely practical book with a profoundly moral message: that the quality of our lives, the productivity of our organizations, and the depth of our relationships are inextricably related. This book should not be used only as a guide for leaders, but as a guide for life."
--Joseph Grenny, New York Times bestselling co-author of Influencer: The Power to Change Anything

"Loyalty is a key ingredient in creating a high performance culture. Those leaders, athletes, or coaches who can leverage the power of loyalty have a distinct home field advantage. Why Loyalty Matters is the first playbook of its kind."
--David Kasiarz, Senior Vice President, Global Compensation and Benefits, American Express

"Why Loyalty Matters is a wonderful, timely book. Reading it can improve your relationships, your work, and actually make you happier."
--Tal-Ben Shahar, New York Times bestselling author of Happier

"Why Loyalty Matters is fun to read, practical to do, and invaluable to your success."
--Keith Ferrazzi, New York Times bestselling author of Never Eat Alone

"The idea of loyalty is much more than a platitude, it is the foundation by which people develop successful businesses and happy lives. Anyone who seeks to cultivate loyal customers, employees, and loved ones should not only read this book, but mark it up as a reference guide."
--Adrian Gostick and Chester Elton, New York Times bestselling authors of The Carrot Principle

"Loyalty matters! It's so direct and fundamental that we lose sight of just how important it really is. Keiningham and Aksoy brilliantly illustrate that the key to lasting success and happiness--in all parts of life, not just work--hinges on our human ability to be loyal. The message of Why Loyalty Matters is timeless--and timely."
--Stewart Friedman, bestselling author of Total Leadership: Be a Better Leader, Have a Richer Life

"As the CEO of 2,400 employees ranging from veterans to boomers, Xers to Nexters, it is challenging to understand motivation and engagement. Why Loyalty Matters is a brilliant and thought-provoking book that not only identifies issues, but also provides real-life answers."
--Britt Berrett, President & CEO, Medical City & Medical City Children's Hospital, Dallas, TX

"Why Loyalty Matters looks at loyalty in bold, new ways. By taking both a broad and deep view of loyalty--and how it affects our life, our work, and our societies, Keiningham and Aksoy have provided a promising roadmap for our future. Timely, useful, and fun to read!"
--Katherine Lemon, Professor of Marketing, Boston College, and Editor of the Journal of Service Research

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Product Details

  • Hardcover: 224 pages
  • Publisher: BenBella Books; First Edition edition (July 7, 2009)
  • Language: English
  • ISBN-10: 1933771720
  • ISBN-13: 978-1933771724
  • Product Dimensions: 9 x 6.1 x 1 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #1,866,222 in Books (See Top 100 in Books)

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6 of 7 people found the following review helpful By Seven Lemons on June 26, 2009
Format: Hardcover
Why Loyalty Matters: The Groundbreaking Approach to Rediscovering Happiness, Meaning and Lasting Fulfillment in Your Life and Work
I found the Economics of Loyalty particularly compelling. Too often books similar in nature to this simply say do this and that and the other thing and it'll improve _______ (fill in the blank). But all too often, there aren't any numbers. Or not enough of them. Or the wrong ones. Or the heuristic models are either incomprehensible or just plain silly. Keiningham, Aksoy & Williams avoid all these pitfalls and delve deeper, providing not only the projected financial returns that loyalty offers, but also pointing out how to measure it.

They start their arguments by asking THE question one learns in business school. THE one with the obvious answer. Why do businesses exist? "To make a profit." They counter this axiom by quoting the great Peter Drucker, who not only believes this to be wrong, but goes farther by stating that such an ultimate goal is destructive in many ways. Instead, he says that "the purpose of a business is to create a customer." Accepting this as the primary goal has much the same effect as discarding Euclid's fifth postulate in geometry - a new geometry, with radically different theorems and proofs that describe the world in a discomfiting, but trustworthy, manner, is born. Creating a customer is the new lynchpin of economic benefits in a loyalty universe.

But the authors don't fall into the trap of ignoring the financials. And financial results are, ultimately, driven by models. And models require data. The authors separate the wheat from the chaff, the information from the noise, providing approaches that will yield the right data to drive the "hard" numbers that managers (rightly) turn to when times are tough.

I highly recommend this book.
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3 of 3 people found the following review helpful By D Pruden on July 3, 2009
Format: Hardcover
CEOs worldwide cite customer loyalty as one of their most important strategic objectives. Managers want the greater productivity and staff retention that results from employee loyalty. Consumers want greater loyalty from the brands they buy. Employees feel they deserve loyalty in form of a safe, stable environment in which to work. Individuals seek the fulfillment in their lives that comes from loyal friends, family neighbors and co-workers. Unfortunately, as we see in the research presented here by Keiningham, Aksoy, and Williams, the sense of loyalty in these areas generally has been decreasing throughout our lifetimes.

Our "loyalty sickness" needs attention and this book provides a wake-up call and a start on the road to recovery. As the authors remind us, loyalty is not instinctive in human nature - we all need constant training in the "art of loyalty". That's why "Why Loyalty Matters" is an important read for us all as citizens, as business managers and executives, and as individuals.
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3 of 3 people found the following review helpful By James R. Ferguson on June 20, 2009
Format: Hardcover
Ernest Hemmingway said, "There is no friend as loyal as a book," and now there is a book on loyalty that should be a friend to every person who is intelligently developing his or her business. The practical precepts in this volume can be applied both personally and professionally to enhance one's effectiveness and overall satisfaction. Keiningham, Aksoy, and Williams have done a masterful job of blending wisdom, philosophy, business, and plain common sense into a concise, usable tool.

Roger Ferguson, LSCW
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5 of 7 people found the following review helpful By Sertan Kabadayi on June 19, 2009
Format: Hardcover
As someone who has read a lot on loyalty subject, i have to say that this book indeed offers a groundbreaking approach to understanding the importance of "loyalty". It goes beyond dollar sign. This book does not only explain why loyalty matters for businesses but also for individuals as well. And I think the most important thing is while it provides a great deal of valuable information, the book does so in a very practical way that everyone can follow and understand. I believe this is a great book not only for business people but for everyone who seek happiness in life. I expect to hear about this book a lot over the summer!
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1 of 1 people found the following review helpful By Thomas Dorazio on June 21, 2009
Format: Hardcover
The heart of the chapter on Loyalty Economics has a fascinating section on a group defined as Profitable Loyals. The authors make you think about how you will apply capital efficiently among your customer base when loyal customers are not always equal to the most valuable customers. Distinguishing between Profitable Loyals and identifying customers who may become Profitable Loyals is a very illuminating approach.
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3 of 4 people found the following review helpful By Ahu Parlar on June 22, 2009
Format: Hardcover
fun and easy to read. thought provoking. I really enjoyed reading this book! And it is excatly what we need in out time, in today's world. A must-read book for all the politicians, decision makers, opinion leaders and ordinary people like myself! :) Makes you think and reconsider things...
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By Troy on June 16, 2013
Format: Paperback Verified Purchase
Review Essay
"Why Loyalty Matters"
Troy D Ivie
Excelsior College

I have often felt that the world we live in today is absent a sense of loyalty. Loyalty to our family and loved ones, to ourselves, and to our careers is becoming a thing of the past in this fast paced, competitive information age. For decades, we have been told that loyalty gets us nowhere, and we always have to look out for number one. We have been told that in order to succeed we have to constantly reinvent ourselves, let go of past relationships, and move on to where the grass is greener. In search of a broader sense of why we humans have lost our sense of loyalty, I came across a book called "Why Loyalty Matters", written by Timothy Keiningham and Lerzan Aksoy, with Luke Williams. The authors conducted extensive research on the topic as well as basing the book on a loyalty study completed by Ipsos Loyalty. Founded in 1975, Ipsos is a global research company headquartered in Europe. This book breaks down the essential elements of loyalty that provide a profoundly moral message: that the quality of our lives, the productivity of our careers, and the depth of our relationships are certainly related. This book taught me that loyalty is a key ingredient of a life lived well.
The Why of Loyalty
"A happiness that is sought for ourselves alone can never be found; for a happiness that is diminished by being shared is not big enough to make us happy" (Merton, 1955).
This element focuses on today's use and meaning of the letter "I". It is true that what we lack in terms of community, loyalty, and trust, we can make it up with our unprecedented spending power by buying insurance, legal aid, protection, etc. In today's society, who needs loyalty anymore?
Read more ›
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