Saturday, October 30, 2010

Holding on to Customers

In today’s ever important service arena the key to winning customers has nothing to do with price or even product. It’s more about emotional connection. In the past measuring customer loyalty was a challenge mostly because organizations didn’t understand loyalty. We now know that loyalty is tied to consistent and positive points of connection. Because emotions are perceived as soft, messy, and hard to deal with, emotions make many organizations nervous. Organizations can’t ignore this critical ingredient anymore because the emotional connection with a customer is the basis for creating and building customer relationships.

How can we measure the emotional effect on loyalty? The Gallup Organization suggests using measurements that assess things such as overall brand loyalty, confidence, integrity, pride and passion for the brand. The brand can be the company’s name, its products or services, its

people, its policies, etc. Although many of these areas refer to the products or services, connecting with a service provider has a huge impact on the customer’s perception of the brand.

If you want to find out who your loyal customers are, find out how likely they are to recommend your organization to someone else. Remember, one of the key measurements of loyal customers is their desire to recommend your organization. There is a direct and strategic correlation between an organization’s revenue growth and its customer loyalty score.

How does your organization’s measure customer loyalty score?


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