當今領導者如何建立持久關係

有些企業誤以為忠誠只是過去商業時代的遺跡，早已不合時宜。然而，忠誠不死！也從未被更好的東西所取代。
Some businesses have made the mistake of assuming loyalty is a relic of a bygone era of commerce. However, loyalty is not dead! Nor has it been superseded by something better.

真正的忠誠依然是推動財務成功的燃料，尤其是在當今這個瞬息萬變、步調飛快的經濟環境更是如此。企業若能在顧客、員工、供應商與股東之間培養出更高的忠誠度，未來便能獲得更可觀的利潤。換句話說，忠誠與獲利之間存在直接的關聯。

然而，若要獲得忠誠帶來的長期回報，企業領導者必須學會將顧客、員工、供應商和投資人的利益置於自身利益之上，並擺脫對「股東價值極大化」的盲目執著。事實上，只要領導者不再一味追求短期財務成果，而以忠誠作為實現財務卓越與持續成功的堅實基礎，他們就選擇了企業經營的「正道」。

具體而言，只要遵循6項關鍵原則，就能以忠誠為基礎打造可長可久的競爭優勢：

1 雙贏──絕不損人利己

2 選擇──讓參與成為一種殊榮

3 簡單──在忠誠與獎勵之間建立直接連結

4 獎勵──讓獎勵匹配實際成果

5 傾聽──發展雙向暢通的溝通機制

6 誠信──闡明原則，並以身作則

總而言之，忠誠不死！也從未被更好的東西所取代。事實上，忠誠領導者之所以能在現今脫穎而出，並在未來持續領先，不是因為他們專注追求最大化股東價值，而是因為他們能激發忠誠——而這份忠誠帶來更滿意、願意花更多錢的顧客；更投入、願意長期合作的夥伴；以及更有幹勁、願意付出更多的員工；這一切最終也將為投資人帶來更好的回報。忠誠確實會帶來回報。

True loyalty is still the fuel that drives financial success, especially in today's volatile, high-speed economy. The greater the loyalty any firm can engender amongst its customers, employees, suppliers and shareholders, the greater the profits it will reap in the future. Or put another way, there is a direct relationship between loyalty and profitability.

To earn the long-term rewards of loyalty, however, business leaders must learn to put the interests of customers, employees, suppliers and investors ahead of their own self interests and move away from an all consuming focus on "maximizing shareholder value". In fact, leaders choose the "high road" of business practice whenever they replace a single-minded focus on short-term financial results with loyalty as the solid foundation required for financial excellence and sustained success.

In particular, a sustainable loyalty-derived competitive advantage is created whenever six key principles are followed:

1 Win/Win – Never profit at the expense of others

2 Selectivity – Make being involved in the business a privilege

3 Simplicity – Form direct links between loyalty and rewards

4 Rewards – Match the rewards earned with the right results

5 Listen – Develop responsive, two-way communication

6 Integrity – Explain principles and preach what you practice

In summary, loyalty is not dead! Nor has it been superseded by something better. Loyalty leaders are excelling today and will continue to do so in the future not because they focus on maximizing shareholder value but because they inspire loyalty – which in turn results in happier customers who spend more, committed partners who are willing to commit more and motivated employees who are willing to do more, all of which generates better returns for investors. Loyalty really does pay.