“I Love You More Than My Dog”

Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad

Jeanne Bliss

Portfolio, October 2009

Hundreds of businesses have customers who admire them, but only an elite few have true advocates— passionate, loyal, vocal fans—who rave about them to anyone who will listen.

Jeanne Bliss, who served as a senior customer executive at five major companies, says there’s no shortcut to becoming beloved—you can’t hire a fancy marketing firm to get there. You earn it by how you decide to run your business—as Wegman’s and Harley-Davidson have for decades and as relatively new companies like Zipcar and Zappos are doing right now.

After studying and working with dozens of beloved companies, Bliss has identified five key decisions that lead to customer devotion:

  • Decide to believe
  • Decide with clarity of purpose
  • Decide to be real
  • Decide to be there
  • Decide to say “sorry”

Her examples and advice will help readers sustain growth and profit even in a tough economy.

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About the Author

Jeanne Bliss pioneered the Customer Leadership Executive position, holding the role for twenty years at Lands’ End, Allstate, Coldwell Banker, Mazda and Microsoft Corporations. Since 2002 she has led CustomerBliss, a preeminent customer experience transformation company where she helps companies achieve customer-driven growth. She is a worldwide keynote speaker, and sought frequently by major media for her point of view.

Jeanne is the co-founder of the Customer Experience Professionals Association, established to advance the worldwide discipline of customer experience and customer experience practitioners.  She is also the best-selling author of Chief Customer Officer: Getting Past Lip Service to Passionate Action (2006), “I Love You More than My Dog”: Five Decisions to Drive Extreme Customer Loyalty in Good Times and Bad (2009), and Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine (2015).