News
 Customer
Loyalty Just Doesn’t Happen, You Have to Work at It
It’s true, you have to strategize and plan for
loyalty. Does this sound familiar…“It takes a lot
less money to increase your retention of current
customers than to find new ones.” Do you even have a
specific plan for building customer loyalty or
haven‘t you given it much thought?
According to Streetwise Business Tips, these four
factors will greatly affect your ability to build a
loyal customer base:
1. Products that are highly differentiated from
those of the competition.
2. Higher-end products where price is not the
primary buying factor.
3. Products with a high service component.
4. Multiple products for the same customer.
Market To Your Own Customers!
Giving a lot of thought to your marketing programs
aimed at current customers is one aspect of building
customer loyalty. Are there additional products or
services you can sell your customers? Keep all the
information you can on your customers and don't
hesitate to ask for the next sale.
Use Complaints To Build Business!
Make follow-up calls or mail satisfaction
questionnaires after the sale is made. If you
promptly follow up and resolve a customer's
complaint, they might be even more likely to do
business than the average customer who didn't have a
complaint. Your customer may have more interactions
after the sale with technical, service, or customer
support people than they did with the sales people.
These interactions should be handled with the same
attention and focus that sales calls get because, in
a way, they are sales calls for repeat business.
Reach Out To Your Customers!
The more the customer hears from you, the more
likely you'll get the next order. Send holiday
cards, see them at trade shows, stop by to make sure
everything's okay. Send a simple newsletter to tell
them about the great things happening at your
company and include some useful information for
them. The more they know about you, the more they
see you as someone out to help them, and the more
loyal a customer they will be.
Loyal Customers and Loyal Workforces!
Building customer loyalty will be a lot easier if
you have a loyal workforce. It is important to
retain those employees who interact with customers
such as sales people, technical support, and
customer-service representatives. Compliments from
customers make it clear that they really appreciate
specific people, especially in customer service and
support.
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Melissa Data
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