Monday, January 30, 2006

How loyal are your customers

Many businesses are out looking for new business, expending considerable energy and resources, it's just part of business life. However, many businesses make the mistake of not capturing the hearts and minds of their existing clients.

Loyalty programs consist of membership cards, points, coupons, and items to purchase with your points that are dull and take a zillion points to capture. Do these programs work? With limited success. In my opinion this is the lazy person's loyalty program.

For a truly effective loyalty program, the kind that build's incredible undeniable loyalty and amazing word-of-mouth advertising the corporation must committ to a serious culture of customer loyalty. Every touch point must exude customer loyalty. There are many ways to accomplish this goal and it does take effort. First, consider the customer experience in particular. Do you really know what your clients think of you and your business? Have you asked them with more conviction than a comment card? Getting inside the head of your typical client profile is a start. Then you should start to combine all the information you collect into a psychological profile of sorts that will provide insight into client logic and emotional response.

Loyalty programs that consider these important factors are much more likely to drive unwavering customer loyalty and eventually a group of customers that will act as your very own sales team.

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