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“One of the things that differentiates your Highly Satisfied Customers from those that are just satisfied is that the former have your best interests at heart. They want you to succeed. In fact, they view your success as being in their best self-interest.“


“John has delivered presentations to many of our CEO forums across the country.  Our members have consistently rated him one of our top speakers.  He has a unique ability to provide provocative insightful and actionable perspectives on loyalty  to senior executives in an engaging and entertaining manner.”
– Jeff Weiss, Managing Director of The Center For Corporate Innovation.

John Larson is a nationally know expert on customer loyalty. He is also an engaging and entertaining speaker who has shared his thought-provoking, research-based insights with numerous corporations and industry organizations. John has presented at Harvard Business School, the Conference Board, the University of California at Irvine, and Loyola Marymount University. He has also spoken at several Fortune 500 companies, including Honeywell and Staples.

Drawing on his years of experience working with Fortune 500 firms, John shares his often counter intuitive but always practical advice with audiences, using entertaining anecdotes to illustrate key points. Some of the messages he delivers includes:

  • Delighting customers does not make them highly loyal; customer loyalty comes only when a business consistently meets its customers’ expectations every time.

  • Highly satisfied customers exhibit loyalty behaviors that make them significantly more profitable than customers who are merely “satisfied.” Among other things, highly satisfied customers will spend more on a business’ basic products or services, are more likely to buy additional services or products from the firm, and cost less to serve.

  • A business wins the satisfaction game by maximizing the number of customers who love it—who are highly satisfied—not by minimizing the number who dislike it.

  • Generally, a company is better off financially if it “fires” its dissatisfied customers and focuses its efforts and resources on those who are already satisfied in an effort to make them highly satisfied.

  • Businesses often need to address significant organizational challenges if they want to build a strong, highly loyal customer base.

John is the senior partner at John Larson & Company, an international consulting firm that specializes in helping businesses develop strong, loyalty-based relationships with their customers.

For information contact
Susan Brandt

Read the first chapter of Capturing Loyalty



Susan Brandt -

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