Enabling Enchantment and Building Insanely Great Customer Loyalty

On the cover of Carmine Gallo's The Apple Experience – Secrets to Building Insanely Great Customer Loyalty, Guy Kawasaki (who is the former Chief Evangelist at Apple) comments that "This book will help you understand the 3 pillars of enchantment - likability, trustworthiness & quality"

Within the book itself, Gallo dedicates a whole chapter to the pillar of building trust, and shares an insight into how FranklinCovey's thinking inspires the approach at Apple

Apple managers work hard at building and maintaining trust and, yes, restoring trust when it is lost. Managers strive to create a trusting environment, where employees feel confident giving and receiving feedback and making their customers feel valued.Although Apple does not require that it’s managers read Speed of Trust by Stephen Covey, I’ve met several managers who are familiar with Covey’s thirteen behaviors and try to instill these in their teams. If you do not practice these behaviours as a leader in your organisation, you might want to start. You will never develop an exceptional customer service strategy without developing trust.

Our experience is that most managers and leaders recognise this connection between trust and loyalty / engagement, but what they often struggle with is how to define, measure and build it. This is where FranklinCovey's work to codify what trust is and how you can develop it 'from the inside out' at a personal. team, organisational and market level provide the building blocks for great outcomes, such as those achieved by Apple.