Customer Loyalty | Customer Satisfaction | Customer Retention

How to Improve Loyalty

Customer Loyalty is not a right but needs to be earned.

A Customer’s loyalty is not a right; it needs to be earned through designing a deliberate and emotionally engaging experience that your Customers value.

Customer loyalty is one of the most over used phrases in business today. People use this phrase without really thinking about what it truly means.

Take the word loyalty. Think about the people that you are really loyal to. If you are like the thousands of people we have now asked during our training, your answer is probably your family and friends. Consider your friends, how did they become loyal to you? This loyalty was built up over a period time. You both did things for each other that you liked and valued. Now that you are loyal it means that sometimes they will do something that you don’t like, but you understand and forgive them.

Steven Covey in the Seven Habits of highly successful people spoke about each of us having an emotional bank account. He says people make deposits into that emotional back account. Sometimes things will go wrong and they will do something you don’t like then a withdrawal is made, but this is OK as the overall balance is in credit. The same applies in business. Businesses have an emotional bank account but most of them are overdrawn.
 
So how did you build loyalty with your Customers? You need to show them that you care not just in your words but in your actions. You should show them they can trust you; by being there when they need you; by putting their needs above yours; by listening; by understanding them. You need to look at the things that are driving and destroying value. To do this and build an emotionally engaging Customer Experience we have developed a unique methodology called Moment Mapping® for which we offer training on its implementation. <More info please click here>

Therefore, by definition you need to design a deliberate, emotionally engaging experience that they will value; an experience that is focussed at engaging with them on an emotional basis. An experience that is designed to build loyalty. In doing this you can build a truly engaging Customer Experience.