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Written by two highly successful business coaches and management consultants, this book explains how to improve profitability by focusing on turning a business's already satisfied customers into highly satisfied customers by removing their sense of risk. The authors also provide a fail-safe method for identifying the risks inherent in your business.* Provides research-based insights into consumer behavior across a diverse series of businesses, including health care, food service, hotels, pharmaceuticals, and retail* Demonstrates that the idea of there being a linear relationship between customer satisfaction and customer loyalty is a myth* Refutes the oft-heard objection that creating highly satisfied customers is too costly by showing that highly satisfied customers are consistently 2-5 percent cheaper to serve than satisfied ones* Offers business owners and managers a proven methodology for better understanding the key aspects of a company's product and service offerings that create highly satisfied customers* Examines the organizational challenges inherent in deploying a customer loyalty initiative and discusses ways that successful companies have overcome these challenges.