So what is REAL Customer loyalty? In our world, customer loyalty is “the result of an organization creating REAL value for a customer so that they will not only want to keep working with you but they tell everyone they know that they should be working with you.”
True customer loyalty is created when the customer becomes an advocate, champion and raving fan for the organization. “Loyalty is built over time. It results from many interactions and experiences with the organization, not just one. It can be defined and measured and is ultimately, the only measure of client satisfaction. If the client continues to buy from you and give you referrals, they are, in essence, saying “you are valuable to me.”
However, loyalty is not a guarantee of a life-long relationship. One experience, one interaction with one employee can destroy a client’s loyalty. To avoid this, organizations must identify not just what builds client loyalty but what destroys it as well and then design systems and processes to guard against that which destroys loyalty but most importantly, that which creates exceptional client experiences so they never want to leave you!
What do your internal systems communicate about your desire to build loyalty in your clients?
If you were a client to your organization, what would your experience be?
If your clients are raving fans, congratulations, you’ve mastered the art of client experience management. If you don’t have as many raving client fans as you would like or you aren’t sure if your internal systems create exceptional client experiences, it’s time to ask some questions, design the systems you want, get your employees trained and then, let the “wowing’ process begin.
As always, we’re here to help if you don’t have time or the expertise to do it yourself or you want an outside perspective to help accelerate your results.
