John Larson is senior partner at John Larson & Company, a pioneer in the field of customer loyalty, and the author of Capturing Loyalty. Prior to starting his own firm, Larson 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, and customer satisfaction and loyalty. Larson 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.