Let’s examine the four basic steps outlined by Peppers and Rogers for ensuring customer loyalty:
your best customers – those that purchase from your company again and again.
your most profitable customers from prospects
that are unlikely to purchase. What common preferences do your most important customers share? What characteristics in
prospects are good indicators that they will not purchase from you? Understand that some customers have a higher value to your organization than others.
with your customers. Don’t talk at them with your marketing – start a conversation. Learn their preferences and motivators (and record these). Interacting with customers will help you build on your knowledge to increase your rate of success.
the messages you present to each customer. Instead
of asking customers to purchase from your company in the way that is easiest for you invite them to purchase in the way that is
most satisfying to them. Use the information you gathered while interacting with your customers to attract new customers.
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