We all probably know that customer loyalty is crucial to the survival of a business, but how do we actually improve customer loyalty? In this article, Nadji Tehrani offers eight guidelines:
1. Keep in touch frequently.
2. Build the relationship.
3. Nurture the relationship.
4. Manage your customers’ expectations.
5. Anticipate your customers’ needs and do something about them.
6. Hire sales staff with character.
7. Go the extra mile.
8. Help your customers save money.
Some of these guidelines probably seem obvious, but I think they are still worth noting. Guideline 6 is particular interesting - I haven't thought of the sales staff's character as being a factor in improving customer loyalty.
To tie in with our course on e-marketing, I would further suggest that we think about how ICTs would affect the implementation of these guidelines. For example, the ease and speed with which e-mails can be sent to customers might mean that Guidelines 1, 2, and 3 would be easier to implement, but it might also mean that customers' expectations are now higher and more difficult to satisfy (Guideline 4).
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