We have French content available. View French site.

Bain Book

Loyalty Rules!

Loyalty Rules!

How Today's Leaders Build Lasting Relationships

By Fred Reichheld

Loyalty Rules!

Fewer than half of employees believe that their companies deserve their loyalty. Digitally empowered customers now defect more easily and more quickly than ever. Has loyalty become an outdated notion in today’s marketplace?

In Loyalty Rules!, Frederick Reichheld argues that loyalty is still the fuel that drives financial success—even, and perhaps especially, in today’s volatile, high-speed economy—but that most organizations are running on empty. Why? Because leaders too often confuse profits with purpose, taking the low road to short-term gains at the expense of employees, customers, and ultimately, investors. In a business environment that thrives on networks of mutually beneficial relationships, the ability to build strong bonds of loyalty has become the "acid test" of leadership.

"Fred Reichheld admirably—and correctly—argues that the art of loyalty and relationship building provides us with the keys to making a modern organization actually work."

Sir Richard Branson, Chairman, Virgin Group

Reichheld's 1996 international best seller, The Loyalty Effect, set out his theory and established the link between loyalty and bottom-line profits. In Loyalty Rules!, he moves from theory to practice, using vivid stories and extensive research to illustrate how superior leaders use six bedrock principles of loyalty to build enduring enterprises. With tools for implementing these timeless principles in a volatile economy, Loyalty Rules! is a practical guidebook for taking the high road in business—the only road that leads to lasting success.

About the Author

About the Author

Fred Reichheld

Fred Reichheld is a Bain Fellow and founder of the firm's Loyalty practice. He is the creator of the Net Promoter® system of management, and his work has quantified the link between loyalty and profits. Fred is the best-selling author of The Ultimate Question 2.0, The Ultimate Question and The Loyalty Effect.

Read more

What Others Are Saying

What Others Are Saying

With its case studies and insights, Loyalty Rules! constitutes an excellent practical guide for building and fostering loyalty within any organization.

Andy Taylor, President and CEO, Enterprise Rent-A-Car

Reichheld's previous work proved that people and profits needn't be at odds—they can, in fact, be mutually supportive. Now, Loyalty Rules! provides the tools for leaders to implement this simple yet revolutionary concept and help ensure long-term success.

Richard A. Gephardt, former United States Representative

Our philosophy is to develop mutually beneficial relationships with all of our stakeholders. For only if there is mutual benefit can the relationship result in loyalty or, equivalently, be sustainable over a long period of time. This book will help you achieve both.

Jeffrey L. Bleustein, Retired Chairman and CEO, Harley-Davidson, Inc.

Related Insights

Related Publications