1/25/2000
What does the Saturn car corporation do that most other companies don't — but should? Marketing expert Vicki Lenz explains, in a lively and engaging style. Each chapter of the book analyzes the Saturn strategy as it can apply, she maintains, to any size or type of business. In so doing she tackles the art of inspiring customer allegiance, from creating initial interest and making customers feel welcome to solving potential problems and closing a sale — while never losing sight of focus on customers. "I'd like for customer experiences to be nicer for all of us," the author writes. "And for those nicer experiences to be the norm, not the exception."