Your customers are loyal. They wouldn’t consider going to another business for their products and services because your integrity, quality, customer service, and price are too good. They are loyal to a fault. Or are you loyal to a faulty belief grounded in hope or assumptions rather than fact and proof?
What outward signs do you have of your customers’ loyalty? Well Harley-Davidson, America’s most well-known motorcycle manufacturer believes it has proof that few can touch. The company believes the "definition of customer loyalty is when your customers will tattoo the name of your company on their arm."
How many people have "IBM" or "Microsoft" or "McDonald’s" tattooed on their arms? Less than 10…less than 5? That’s not to say that McDonald’s customers aren’t loyal, but how does the company know who’s loyal and who isn’t?
Long-term success is more easily achieved if your existing customer base is loyal. They will fight for your company, drive by competitors to get to your store, pay a higher price than alternatives to your service, and recommend you to their closest friends.
But unless you have all your customers walking around with your company logo tattooed on their arms, you need to generate objective measures of loyalty. Try these methods of gaining solid loyalty data:
· Survey customers and have them estimate the total amount of annual purchases of your types of products and services, regardless of whom they buy from. Calculate their purchases from you as a percentage of the total.
· Distribute loyalty cards. Track either their frequency of use or how often you’ve given discounts/rewards when customers hit a targeted number of uses.
· During purchase transactions from new customers, ask how they’ve heard about your company. Track referral rates to gauge the prevalence of effective recommendations made from your existing customers to others.
In lieu of tattoos, get solid data to confirm your customer loyalty.
Interested in improving your company’s customer service? See more information at: http://www.cssamerica.com/