Archive for the ‘Customer Loyalty’ Category

Keeping Good Customers: The Sales/Service Ratio

October 15th, 2015
Steven Howard

Having a Loyal Base of Good Customers is a Competitive Advantage As we approach the next era of marketing excellence, one which I often describe in terms of True Relationship Marketing, companies need to learn how to apply a Zero Attrition Strategy as the foundation for their customer-focused marketing programs. Keeping good customers loyal to your products, your services, and your organization is critical to your future marketing success. Having a loyal customer …

Keeping Customers Loyal

September 15th, 2015
Steven Howard

The Art of Keeping Good Customers™ Keeping customers loyal is an art form, not a science. As is true of all good marketing practices. Marketing is, after all, an art, not a scientific discipline. The most important ways to keep customers loyal are five simple….simple to understand I should say….but not always simple to execute….actions: Always deliver upon the promises that anyone in the organization makes. Walk your talk. Have everyone in the …

Building Customer Loyalty

September 10th, 2015
Steven Howard

Customer Satisfaction Is Better Than Mere Customer Service How do you build customer loyalty? To start with, your organization has to be able to fully understand customer requirements and to appreciate customer needs…particularly individual customer needs. And you need to have policy flexibility and organizational adaptability in order to meet individual customer needs. In other words, you need to be flexible in how your policies are applied. Not all customers are equal or …

Customer Retention: The Art of Keeping Good Customers

August 23rd, 2015
Steven Howard

CRM Should Mean Customer Retention Marketing The world in which marketing takes place has changed, and continues to change at a rapid pace. Customers, customer needs, and the individual motivations for making purchasing decisions are also changing. The natural loyalty of customers is a thing of the past, not just because customers have become more fickle but also because the large majority of organizations do not exhibit any tendencies that deserve customer loyalty. …

Truly Understanding Customer Needs

August 6th, 2015
Steven Howard

Customer Needs and Concerns Need to be Fully Understood I write and speak often of the need for frontline staff (and actually all staff as well) to fully understand and appreciate customer needs. And, simultaneously, I encourage management to develop flexible policies and procedures so that their staff can handle customer needs and concerns on an individual basis. Here’s a true story that brings all these points succinctly together. A man in Singapore …

Relationship Marketing

August 4th, 2015
Steven Howard

Relationship Marketing Means Understanding Customer Preferences Relationship marketing is a concept that has yet to be clearly defined by anyone, even though much of today’s marketing literature and many marketing consultants and gurus are in agreement that relationship marketing will be a critical success factor for the large majority of organizations. I won’t attempt to define relationship marketing here, but I will give you what I consider are the key elements of any …

Taking Care of Customers

July 29th, 2015
Steven Howard

I was in Melbourne one year attending a major meeting of the Australian and New Zealand banks that issue MasterCard credit cards and Maestro debit cards. Mr. Nicholas Utton, Chief Marketing Officer of MasterCard International at the time, had one key message for this audience of senior bankers concerning customers: “If we don’t take care of our customers, someone else will.” That’s worth repeating….and reflecting on: “If we don’t take care of our …

A Passion For Customers

July 28th, 2015
Steven Howard

Create customer intensity everywhere. That was the message Lew Platt communicated to his employees when he was CEO at Hewlett-Packard. And that’s the message you should be communicating to your staff, colleagues, and business partners. Customer intensity should be the core of any customer-focused organization. Personally, I have experienced this only once in my professional working career, when I joined the retail banking division of Citibank in Singapore in 1989. At that time, …

Two Rules for Customer Retention

February 7th, 2012
Steven Howard

In his blog earlier this week, Seth Godin asked "who is your customer?" He then proffered two rules that clearly summarize our philosophy that customer retention is the art of keeping good customers™: Rule one: You can build a business on the foundation of great customer service. Rule two: The only way to do great customer service is to treat different customers differently.   There is a great deal of truth in the …

Is Customer Loyalty Dead?

September 14th, 2011
Steven Howard

A better question: do brands deserve customer loyalty? Is customer loyalty dead? In a word, no — although it certainly seems to be comatose most of the time. Perhaps a more accurate answer would be: for the most part, yes. Customer loyalty, of course, differs for brand to brand and organization to organization. As we noted in this Steven Howard Marketing Blog post, a read of the latest Brand Keys Loyalty Leaders list shows …

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