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Capturing Loyalty

John Larson

John Larson is the senior partner at John Larson & Company. Prior to starting his own firm, John held positions at McKinsey & Co., Monitor Company, Lieberman Research Worldwide and J.D. Power and Associates, specializing in the areas of Strategic Analysis, Organizational Effectiveness, Customer Satisfaction and Loyalty.

John uses survey research techniques to help clients develop a better understanding of the needs of their Customers, assess how well these are currently being met in the market place and then target opportunities to create long term competitive advantage. He has worked with clients to address the specific organizational barriers that can impede effective implementation. These engagements have been conducted across a broad spectrum of different industries including: office products, consumer electronics retailing, industrial chemicals, healthcare, consumer and business banking, medical devices, telecommunications, cable television, retail stock brokerage, pharmaceuticals, truck stops, quick service restaurants, grocery stores, commercial finance, residential real estate and hotels.

In addition to speaking at various corporate functions, he has delivered presentations on Customer Loyalty at Harvard Business School, the University of California at Irvine, Loyola Marymount University and the Conference Board. His articles have appeared in publications such as Business Horizons and Compensation Review. His research and conclusions have been cited in various business periodicals and books including Harvard Business Review, Forbes, Fortune, the New York Times, The American Banker, The Service Profit Chain by James Heskett, Earl Sasser and Len Schlesinger and The Human Equation, by Jeffrey Pfeffer. His work on “The Economics of Customer Satisfaction” appeared in the March-April 1999 issue of Harvard Business Review. In conjunction with Earl Sasser he has published "Building Trust Through Committed Employees" in the fall 2000 issue of Marketing Management. His most recent article on the impact of expectations on Customer Satisfaction appeared in Marketing Management.

John’s book, The Impact of the AT&T-EEO Consent Decree, written with Professor Herbert R. Northrup of the Wharton School, won an award from the American Library Association for one of the top business books of the year. He holds a M.B.A. with Distinction from the Wharton School and an M.A. degree in Economic Statistics from the University of Wisconsin.


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