Customer loyalty builds better business
Building customer loyalty in your company is important for business success. It is important to always think of new and enticing ways to get more potential customers to become aware of your products. This, however, should take a back seat when working with customers who have been buying from your company for years. This opinion suggests that customer loyalty is more important to maintain and be concerned with than customer satisfaction.
In the article “The Stairs of Customer Loyalty,” Dr. Tony Alessandra said this is not a re-wording of a concept, but a re-defining. “Instead, it is a paradigm shift, moving away from transactional customer satisfaction and towards permanent customer loyalty.” This is perhaps an idea that companies should begin to embrace.
Customer loyalty with long term customers is important to a company. Giving long-term customers anniversary gifts after each year of service can help remind customers how important they are to the company. After a customers’ first year of service, why not give them a food gift basket or a wine gift after five years of service. These types of gifts will make customers want to return and do business with your company, thus creating customer loyalty.
Customer loyalty can be emphasized through a customer loyalty program. Providing an e-newsletter with special news and coupons from the company can give customers an incentive to return. Newsletters allow the customer to see how involved and knowledgeable your company is about the industry - and giving out coupons to returning customers helps customer loyalty stay intact.
Customer loyalty is also enforced through great customer service and communication. Customer loyalty can only be maintained when customers are treated well. This fact is why customer service is so important. In the article “Ten tips to build customer loyalty” on AllBusiness.com, the writer said that customer service representatives should be willing to go above and beyond their standards to discover what customers want. Well trained employees will help better serve customers and will help build customer loyalty.
Customer loyalty is difficult to gain and maintain, but its importance is undeniable. Through recognizing long-term customers, having a customer loyalty program and by having outstanding customer service, a business will surpass the level of customer satisfaction and gain customer loyalty.
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