Loyalty: The Currency of Customer Satisfaction — Part 2


Share on LinkedIn

Cus­tomer loy­alty is the golden ticket to long term com­pany suc­cess. Loyal cus­tomers pro­vide repeat busi­ness and rec­om­mend prod­ucts and ser­vices to friends and fam­ily. It is com­mon knowl­edge that acquir­ing a new cus­tomer costs at least five times more than retain­ing an exist­ing cus­tomer. What can your com­pany do to “prove itself” and earn the respect and loy­alty of customers?

Treat Your Cur­rent Cus­tomers Like Gold

In terms of mar­ket­ing and refer­rals, loyal cus­tomers equal dol­lar signs.  It’s not enough to meet their needs by pro­vid­ing ade­quate ser­vice; to gain the loy­alty of cur­rent cus­tomers and a rep­u­ta­tion among prospec­tive cus­tomers, the ser­vice offered by all the client-facing depart­ments of your orga­ni­za­tion has to be excep­tional.  Even com­pa­nies with very good rep­u­ta­tions for cus­tomer ser­vice don’t rest on their lau­rels; they con­tinue to pro­vide train­ing and coach­ing for their client-facing representatives.

Watch Your Commitments

In the process of secur­ing a sale, make sure not to promise any­thing your orga­ni­za­tion can’t deliver.  The long term effects are dev­as­tat­ing and will come back to haunt even the most expe­ri­enced sales pro­fes­sional.  Noth­ing under­mines loy­alty faster than a loss of credibility.

Make It Easy For New Cus­tomers to Love You

There’s a say­ing among ad agen­cies: “The day you sign a new client is the day you begin los­ing them.”  The sad truth is that many times we put our best resources into the acqui­si­tion of new clients, some­times at the expense of what we need to do to retain them.  Since loyal cus­tomers are our best form adver­tis­ing, and because it’s at least five-to-ten times more costly to acquire a new cus­tomer than to retain one, think about all you can do to wel­come new cus­tomers.  Con­sider video tuto­ri­als, toll free num­bers, sur­veys to see if they are using your prod­uct or ser­vice as eas­ily and as often as antic­i­pated, call backs to ensure they had an easy sales process and that any unex­pected issues were resolved to their satisfaction.

Make It Easy For Cus­tomers to Com­plain

Robert Stephens, founder of The Geek Squad, believes that it’s impor­tant to make it easy for cus­tomers to com­plain.  Com­plaints are an essen­tial part of cus­tomer feed­back; if there’s some­thing wrong, we want peo­ple to tell us.   The eas­ier you make it for cus­tomers to com­plain, the more likely they will be to give you a chance to save them as cus­tomers.  It’s been shown that cus­tomers who have had their prob­lems resolved quickly and pro­fes­sion­ally are more loyal than cus­tomers who have never had a problem.

Lis­ten and Act 

It’s one thing to give peo­ple an oppor­tu­nity to offer their com­ments; it’s another to take action on it.  This is one of the prin­ci­ples that Microsoft lever­aged in their recent Win­dows 7 cam­paign with the state­ment “Win­dows 7 was my idea.”  Cus­tomers feel val­i­dated when the com­pa­nies with whom they do busi­ness take their sug­ges­tions seri­ously enough to incor­po­rate them into their prod­ucts.  You want more cus­tomer loy­alty?  Lis­ten to them, and act on what they tell you when­ever possible!

These are some ways to earn more of the cur­rency that is cus­tomer loy­alty. How is your com­pany keep­ing cus­tomers loyal?

Click here to read Loy­alty: The Cur­rency of Cus­tomer Sat­is­fac­tion — Part 1.

Republished with author's permission from original post.

Seth Brickner
Seth Brickner is a Developer and Facilitator with Impact Learning Systems International. In addition to training and development, his background includes education, technical support and customer service. When not traveling or in front of a computer monitor, Seth can be found running, cooking, playing guitar, reading, convincing himself he can sing, or enjoying the hiking trails of Colorado.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here