Building a loyal customer base

customer loyaltyWhat can a business do to develop a loyal customer base that not only buys your product but tells others about it? I believe there are several things an owner or employee can focus on to ensure customer loyalty. The most important is to deliver over-the-top service all the time. To accomplish great customer service each and every time, there needs to be a culture in the company that always puts the customer first.

Another way to develop loyalty is to keep in regular contact with your customers, preferably in person. If you have a retail store, set aside time every day to work the floor. You can also keep in contact with them by phone, email, newsletter, and social media. It’s also important for you and your employees to be in an upbeat, positive mood when dealing with customers. People like to be around others who are happy and cheerful.

Some of the things I think are overrated when it comes to building customer loyalty are requests for general surveys. If you want to know what your customers think, just ask them instead of sending out a survey that won’t be able to capture the all the nuances of their experience. The same is true for email. If you want to communicate by email, make it feel personal.

If you want to make a lasting impact on your customers then take the time to understand not only what they are looking for to purchase but how they want you to interact with them outside the purchase.

Barney Cohen

President, Business 360 Northwest


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