Monthly Archives: July 2013

Is Your Customer Loyalty on Life Support?

downward trend

What is customer loyalty?  Does it even exist — after all customers can be loyal to your business because of convenience only, yet given a change in their lives — whether a new job or a new home, their loyalty vanishes.  Customers can also be satisfied while doing business with you yet they aren’t loyal. Do you do business with multiple companies that are competing for your hard-earned money?  I suspect you do, as do many of us — you may buy a book from your local book-store or department store, yet you also likely buy books online too. So, how does one attract the right customer, convince them to buy, return, buy more and refer their friends and family?  The answer is simple to state in theory yet so many businesses find it difficult to implement because the answer is like a puzzle that requires all the pieces to achieve ultimate success.   Defining Your Ideal Customer The first step is one that many of us fail to do.  We fail to identify our ideal customers — those people we want to serve and who are also highly profitable while being easy to serve.  Ideal customers appreciate what you offer to them and they make your lives easy compared to difficult or fickle customers.  They do not demand more than your product or service provides. Effective marketing does not include throwing a “fishing net” out into the marketplace in an attempt to catch as many fish as possible.  Some fish will be great customers, some awful customers and the […]

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