Description: This book focuses on customer loyalty by using the Saturn corporation's style of business as a role model. Lenz shows how companies can create relationships with their customers, keep customers satisfied, and turn one-time customers into repeat-purchasing, loyal customers. What is unique and interesting about this book is that Lenz is writing it from the customer's perspective (from the outside looking in) using interviews with Saturn customers and Lenz's own experiences supported by information from the Saturn Corporation. Lenz doesn't work for Saturn, so she has no vested interest in promoting the company; but she is a satisfied customer with a background in marketing, so she knows why customer service is so important to selling products. Each chapter in the book covers a different step to gaining customer loyalty. Steps include: how to create interest; how to help customers feel welcome; how to solve problems; and how to communicate after the sale.

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