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  CONTENTS >> LEAD STORY   July 2003

Loyalty Rules!

A Conversation With Frederick Reichheld

By John Milton Fogg

Frederick Reichheld is widely recognized as one of the world's leading authorities on business loyalty. (The New York Times said of him that "he put loyalty economics on the map.") A popular speaker for major forums and groups of senior executives around the world, Reichheld is consistently rated as an outstanding communicator. His two books, The Loyalty Effect and his latest, Loyalty Rules!, top everyone's list of international business best-sellers--and for good reason. Consider this: a five percent improvement in customer retention rates will yield between a 25 to 100 percent increase in profits across a wide range of industries--and you'll understand why loyalty has become more than just a new business buzz-word. Indeed, it has risen in esteem from being a vague (if honorable) notion or lip-service platitude, to its new station as a highly prized business stratagem. This issue, editor-in-chief Fogg talks with Reichheld about such concepts as "loyalty leaders," cornerstones of loyalty and the future of loyalty in business.
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