Customer Loyalty Is Not New
Filed Under Business | Posted on January 4, 2009
Customer loyalty is one of the current buzz words in business. Due to the cost of securing new customers being anywhere from 6 to 8 times the cost of maintaining existing customers, developing loyal customers makes a whole lot of common sense.
Yet, if we look to the past, we can read about someone who understood the value of customer loyalty and more importantly how to develop that loyalty. Are you curious as to whom this fellow was?
He wrote the following:
If customers slight your goods, endeavor to convince them of their mistake if you can, but do not affront them: do not be pert in your answers, but with patience hear and with meekness give an answer; for if you affront in a small matter, it may probably hinder you from a future good customer.”
This sage gentleman understood that the customer needs to be respect by not having your customer service people being “pert” in their response, but “patient” because failure to do so will “hinder” customer growth. Customer research suggests that of those customers who leave your business 68% do so because of bad attitudes or “pert”"responses.
In another quotation about business and customers, he wrote:
Endeavor to be as much in your shop or in whatever place your business properly lies, as possibly you can. Your presence may prevent the loss of a good customer.
How many times do small business owners fail to be present in their business? How many times do they fail to return phone calls to customers?
I recently heard a presentation by a sales training manager for a regional grocery store in northern Indiana, Martin’s Supermarkets. She talked about how upper management will continually visit all of the 20 stores and pitch in from bagging groceries, cashiering to stocking shelves.
In most cases, these management folks were promoted up the ladder and the customers recognize them as former store managers. How good does it feel when someone speaks to you using your first name and asking about your family? Customer loyalty is their prime objective given that they are competing with big national grocery chains.
So who was this wise, visionary individual? The answer is Ben Franklin. He understood the value of integrity and how exceptional work ethics encouraged customer loyalty. Maybe that is why the British thought him to be so dangerous.
Customer loyalty can be achieved provided you truly want loyal customers and are prepared to take the right actions to ensure that customer loyalty. Ben Franklin’s said something very similar when he wrote:
Condescend to no mean action, but add a luster to trade, by keeping up the dignity of your nature.
Do you want more loyal customers? Then register for a FREE Customer Loyalty Assessment http://www.processspecialist.com/customer-loyalty.htm.
Are you where you want to be? To find out where you are, then M.A.P. for Success, a FREE email course may help you begin to chart a course of business, professional or personal success. Visit
Please feel free to contact me, Leanne Hoagland-Smith, Your Chief People Officer and Business Coach, who works with individuals and organizations that are tired of not being where they want to be and truly want more for their businesses and their selves. 219.508.2859
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