From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

CHAPTER 6

The Choreography

When you think of legendary companies—businesses that are renowned for the customer loyalty they inspire—you can’t help but ask yourself: How do they do it, day in and day out, so consistently?

Here’s the answer. The impression these companies leave on their customers doesn’t happen by accident. It’s very intentional, it’s very deliberate, and it’s really the consequence of them all dipping into the same time-tested set of principles for shaping their interactions with customers. Based on decades of studying companies that excel at customer experience, I’ve distilled their “onstage choreography” into 12 Principles, shown in Figure 6.1:

FIGURE 6.1

The “12 Principles” for creating great, loyalty-enhancing customer ...