Comments on: Key steps for developing customer loyalty

By: Targa Media

Targa Media — Fri, 10 Jul 2009 20:41:09 +0000

Refreshing to read your take on customer filtering, Michael. I agree taht when you craft a message that speaks directly to your hand-picked crowd, that message will sift out your profitable clients from your loss leaders. Although I might concur that anybody can become a “loyal customer” if you work hard enough on them, but consider the costs: You'd be expending enormous resources and neglecting the clients who need you most—whom YOU need most.

By: Ted Hurlbut

Ted Hurlbut — Sun, 28 Jun 2009 04:43:57 +0000

In independent retailing, as much as 30% to 40% of sales volume can come from customers who visit at least every 30 days, so delivering a memorable customer is absolutely essential, both in terms of differentiation and retention

By: mdgberg

mdgberg — Fri, 19 Jun 2009 23:19:49 +0000

Chris, I agree with your point wholeheartedly. If you are in a position to exceed expectations, by all means do so – it can alleviate a lot of the difficult decisions once demand outstrips resources.

By: ChrisHopf

ChrisHopf — Fri, 19 Jun 2009 10:57:46 +0000

Well said Michael, thanks for the post.

It really isn't that difficult to exceed your customers' expectations and those companies that set themselves up to consistently differentiate their value offering . . . will be in the best position reap the rewards of happy customers telling family, friends and coworkers to use your solution.

Giving your customers more than they expect . . . is a great switching cost strategy . . . and there are numerous low cost methods to make your profitable customers glad they choose you.