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Marketalk Advisor

Eight Cost-free Ways to Build Customer Loyalty

By Robin Lawson, Marketalk

A loyal customer is your best customer. A loyal customer will:

Unlike customer satisfaction, which is merely an attitude, customer loyalty is based on buying behavior. Here are a few suggestions to create and retain customer loyalty:

  1. Make sure all people within your organization who "touch" your customers are responsive, polite, and focused on making the customer experience exemplary.
  2. Explore ways to encourage strategic partnerships among your non-competing customers. Making a productive introduction can go a long way toward cementing your relationships.
  3. Employ programs for joint publicity with your best customers. Feature success stories about them on your Web site, in a mailing or newsletter. Publish an article in trade, business or local press. Most firms will appreciate the publicity (but be sure to get their OK).
  4. Stay informed about other related business services and products that can benefit your customer. Be proactive about offering help when you recognize a need. This adds to the value of your relationship, and makes you look smart.
  5. Become known as a good networking resource for job-hunters. There's no better way to earn loyalty than to refer a good employee.
  6. Stay in touch with your customers. Find out how your products and services can be improved to better meet their needs, and if possible, take action. Let them know you care about their feedback.
  7. Make it clear that you always have their best interests in mind.
  8. Do favors for your customers. Often.

Robin Lawson is managing partner with Marketalk, a marketing advisory firm that works on behalf of business clients to make sure they get the highest return on their marketing investment.