The 9 Lives of Customer Loyalty
There is an old saying that cats have nine lives.
Legend has it that Baldwin III, Count of Ypres, threw some cats from a tower in AD962. Europe was a tough place for cats in those days. But the more simplistic answer is that cats are resilient creatures, who manage to get into the tightest places and still land on their feet. Most have split personalities, suffering from eternal schizophrenia. One minute theyre cuddling up to you like a warm, furry ball. The next theyre arching their back and hissing, afraid of their own shadow.
Customer Loyalty has nine lives also. After all there is only so much a customer is going to take before he leaves because of one of your employees indifference to his existence.
Loyalty has to begin before you attract the new customer or client. The same rules that apply to keeping customers must be firmly in place to attract your perfect customer in the first place.
Rule Number 1: A Life Of Competence
\rCompetence means you know what youre doing. So many entrepreneurs start businesses by the seat of their pants, hoping experience will be that sole master teacher that ushers them into the promised land.
If you have to wing it every time a customer asks you a question because youre not sure youre right, go back and get an education. Read your trade journals for crying out loud. Take a continuing education course in accounting or management. But dont represent yourself as being an expert in something youre not. It spoils your chances\rfor establishing any semblance of rapport with your customer.
Product knowledge is essential today. In a world of media information overload, people dont know who to believe anymore. If youre competent let it shine. Show prospects and customers you know what youre talking about and youre on your way to winning a loyal following. But thats not all
Rule Number 2: A Life Of Innovation
\rYou have to be innovative. You cant rest on your laurels forever and still drive a horse and buggy. Well you can, if you live the simple life in middle Pennsylvania. For the rest of us, technology is changing our world everyday in ways most of us cant and wont understand. Ideas are a dime a dozen. Results are more expensive to produce, but yield greater rewards in the long run. Be willing to change, to experiment with new ideas, new offers, new incentives, new technology, new machinery, new seminars and education. Live a life where innovation is the rule, not the exception and your customers will come back to buy whatever you produce.
Rule Number 3: A Life Of Communication
\rWe humans dont have great memories, unless youve taken one of those memory courses. (Ive forgotten the name). Customers have short memories also. What appeared like a great deal or great value a few months ago may seem pale to the warm and friendly letter your competitor just sent your best customer.
You may be an expert at what youre doing. You may be creative and innovative. But if you dont communicate these attributes to your customers, theyll go somewhere else. Plain and simple.
The power of communication is what separates man from animal. The power of speech.
Today, modern technology has made it simple to communicate regularly with customers via e-mail, letters, postcards, faxes, instant messaging, telephone. Yet few small businesses have a system in place to keep in constant contact with customers. To insure loyalty, communicate. There will be plenty of time for silent musings after youre long gone.
Rule Number 4: A Life Of Customer Service
\rJim Rohn, Americas foremost business philosopher says, If you make a sale, you make a living. If you make an investment in time and good service in a customer, you can make a fortune.
An old study by the Rockefeller Foundation found that 67% of customers leave a business because of an air of indifference on the part of an employee, manager or owner.
I went to my barbershop the other day. It was early in the morning just as they opened. One of the technicians had a cancellation and was cleaning up to fit me in. Suddenly, my regular barber walked in, not knowing I was next, and said, Ill have to get to you in about an hour, Ive got other appointments. I will never let him cut my hair, ever again.
Allan J. Katz, The Loyalty Coach, helps small businesses attract new customers and keep them loyal. He is the author of the Complete Guide To Retail Loyalty Marketing a complete loyalty marketing system for attracting and keeping customers. A free Loyalty Quick Start Guide is available on his website at http://www.LoyaltyCoach.com
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