As Customers We Want To Be Loyal

Yes you read it right. Customers would like to build a relationship with you. A relationship that capitalises on a consistent, quality experience that delivers value, makes life easy, is focus on customers as individuals and takes the time to understand individual needs.
So why are your customers not returning? Why are you spending increasing amounts on trying to find and attract new customers? And why is your so called customer loyalty programme not delivering results,? Just a few of the questions that many businesses are struggling to answer.
Well in the first of our “eighteen reasons to develop a unique customer experience” series let’s look at some of the answers to those questions.
What is loyalty?
Loyalty is not about discount cards that make up most so called loyalty programmes. Loyalty is about building relationships.
A great example of the current focus on loyalty was a friend of mine that recently tipped out a wallet full of loyalty cards many for businesses in the same industry, a great example of a lack of loyalty.
Delivering a consistent, quality customer experience is a vital part of building that important relationship and I stress consistent. In today’s highly competitive world where customers have more choice than they have ever had, individualising the experience is the key to exceeding expectations.
Let’s be clear just satisfying a customer is no longer enough. To build loyalty and advocacy expectations must be consistently exceeded.
What do we need to do to grow greater loyalty?
Commit to the development of a customer centric culture within your organisation and then work through the 7 customer experience development steps that will ensure an on-going development journey that will build not only greater loyalty from your existing customers but will capitalise on their loyalty via word of mouth recommendation, clearly today’s most powerful form of advertising.
For more information on this development process you are more than welcome to visit www.customerexperiences.co.nz or email me to discuss our next industry tailored “Growing Greater Customer Loyalty” workshop
END Chris Bell is managing director of Customer Experiences, a company that specialises in helping businesses improve the way in which they interact with customers and clients- chris@customerexperiences.co.nz www.customerexperiences.co.nz

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