IT’S A MATTER OF PREFERENCE
| Don’t go thinking that no one else is trying to woo your customers. Today, competition is global and includes not only your traditional industry rivals but any business with its eye on your customers’ discretionary dollars. Loyalty does not equal exclusivity. Customer loyalty is a matter of degree. It evolves gradually. As it grows, so does the share of wallet. In customer relationships, loyalty is the secret of longevity.
Of course, seduction plays a role. But once the initial contact is made, and your customer has discovered your brand, it’s the everyday things you do that creates lasting relationships. |
Loyalty programs are useful – but not always in expected ways. What matters is not so much customers’ gratitude at the rewards they receive, but more the intimate knowledge of each customer that such programs bring to light. Loyalty programs also allow you to influence customer behaviour and gauge its development. Many businesses already possess all the information they need to build customer loyalty. For them, cards and points are means to an end. The key to success is to analyze, segment, upgrade, and communicate. |
CASE STUDIES
We will soon be presenting a series of case studies on how to build customers loyalty.
