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The Saturn Difference: Creating Customer Loyalty in Your Company

ISBN: 978-0-471-31449-3
288 pages
February 1999
The Saturn Difference: Creating Customer Loyalty in Your Company (0471314498) cover image


Many people across the country claim they have been "Saturnized," thanks to the company's renowned style of conducting business that keeps their customers happy and coming back to purchase again and again. Marketing expert Vicki Lenz explores how Saturn built its exceptional customer service reputation, using their successful methods as a role model to demonstrate how any company can create positive relationships with their customers, fulfill their needs, and turn one-time buyers into repeat-purchasing, loyal clients. Lenz, a satisfied Saturn customer, focuses on why Saturn buyers are so loyal, letting the reader hear directly from the customers themselves and extrapolating lessons from their feedback that are useful in any industry. She covers the steps companies can take to gain customer loyalty, including how to create interest, how to help customers feel welcome, how to solve problems, and how to communicate after the sale. In the spirit of The Nordstrom Way, Lenz offers managers, owners, and entrepreneurs alike sound advice that will show them how to stay ahead in the all-important race to catch, and keep, the customer.
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Table of Contents


A Brief History of Saturn.

Creating Customer Loyalty: Where to Begin.

Building on Core Values.


Create Interest.

Help Customers Feel Welcome.

Make the Buying Process Easy.

Communicate AFTER the Sale.

Solve Problems.

Keep Customers Coming Back!


Q's & A's with a Saturn Big Wheel.

Get Saturnized!


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Author Information

Vicki Lenz spent more than twenty years in sales and marketing, and in 1993 she started her own marketing, consulting, and training business. Her clients include a mix of small and large businesses and organizations, from retail companies to industrial and professional firms. She speaks to business and professional audiences. Vicki lives in Louisville, Kentucky. For more information, visit her Web site at www.vickilenz.com. She is a loyal Saturn customer.
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"Finally, the amazing story of Saturn! Vicki Lenz provides a practical, up-close view of Saturn's unique and radical approach to creating loyal customers. The lessons apply to all of us."-Tom Peters

"Vicki Lenz has fashioned an eloquent, user-friendly roadmap for creating and maintaining customer loyalty. Saturn is the Nordstrom of the car business."-Robert Spector, coauthor, "The Nordstrom Way"

"Good reading! It's great to actually read one of our guest's thoughts in black and white. This book is like a report card you can't wait to show your parents." -Steven Salemi, Vice President, General Manager Saturn of Louisville
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