Archive for the ‘Customer Loyalty’ Category

Free Marketing and Leadership Books

October 14th, 2016
Steven Howard

It’s my birthday. So in celebration I’m giving away FREE Kindle versions of four of my most popular marketing and leadership books: The Best of the Monday Morning Marketing Memo — slightly edited, revised and updated as needed, these 42 Monday Morning Marketing Memos reprinted here are the ones that generated the most commentary, queries, and feedback from readers around the world. For many years the Monday Morning Marketing Memo was one of …

Make It Easy for Customers to Complain

June 9th, 2016
Steven Howard

You Can Only Fix Those Customer Problems You Hear About Two of the key points from the prior Powerful Marketing Memo titled Customer Complaints Are Good are: 1) complaints will happen because mistakes will happen, and 2) customers who complain are customers who care. Therefore, knowing that you are going to get complaints and knowing that such complaints are good for you, it makes sense to have a complaint management strategy in place …

Customer Complaints Are Good

June 7th, 2016
Steven Howard

Customers Who Complain Are Customers Who Care As sure as there are customers for your product, you can be guaranteed that there will be complaints about your products and services. Why? Is it impossible for an organization to deliver 100% customer satisfaction and 100% fault-free products and services all the time?  In a simple word: yes. I have yet to come across an organization that doesn’t make the occasional mistake, or the employee …

Creating Complete Customer Satisfaction

May 31st, 2016
Steven Howard

Fire Your Customer Service Staff. Today. I often advise senior management and business owners that their companies and  organizations today need to change from a focus on trying to win new customers to concentrating on meeting and satisfying the needs of their current customer bases. With this strategy, the aim is to achieve a high degree of complete customer satisfaction with the customers you already have in hand. Good customer service is no …

Making Life Inconvenient For Customers

May 26th, 2016
Steven Howard

Customer Retention Results From Customer Convenience Convenience is one of the critical 7 Cs of superior customer service. But sometimes I have to wonder, are organizations in the business of making things more convenient for their customers or for their staffs? This question was highlighted to me a few years ago on a flight between Singapore and Melbourne. I was traveling on the airline that had made a reputation, right from its creation, …

The Sales / Service Relationship

April 19th, 2016
Steven Howard

SALES = SERVICE = SUCCESS Many organizations segment their service function from their sales activities. I believe this is a mistake. The closer you can entwine your service and sales activities, the more successful you are likely to be. After all, the customer rarely segments a sales activity from a service activity. To him or her, all your activities are service related! The formula for weaving these two activities together is to: Turn …

Treating Customers Differently

February 4th, 2016
Steven Howard

Customer Retention Marketing: The Art of Keeping Good Customers™ I have written often about the growing need to treat customers as individuals — with individual needs, wants, desires, likes, and dislikes. There are four steps to go about this, and are detailed in the book The One to One Fieldbook by Don Peppers, Martha Rogers, and Bob Dorf. They identify four key implementation tasks that can be used as a guide for initiating …

Building True Customer Loyalty

February 2nd, 2016
Steven Howard

You Have to Build and Earn True Customer Loyalty An interesting phenomena that we see in the world of marketing today is that companies are switching from a transaction perspective to a loyalty-building perspective….at least when it comes to their best (and most profitable) customers. There are only three ways to grow your business….and it doesn’t matter what business you are in. You can either: Increase the number of your customers. Persuade your …

Brands and Customers Are Hidden Assets

January 21st, 2016
Steven Howard

The Corporate Brand and Your Customers Are Two Great Assets A goal of every organization is to increase its assets over time. These assets are typically defined in terms of revenue, customer accounts, properties, human resources, and capital. But there are two hidden assets that every organization can develop and that are critical for marketing success. These often overlooked and under-valued assets are the brands and customers. Your brands, particularly your corporate brand, …

Making Customer Loyalty Real for Manufacturers

October 20th, 2015
Steven Howard

“No Such Thing As Customer Loyalty” Is a Myth, Even in the B2B World Deloitte Research conducted a global manufacturing study in 1999 that resulted in an excellent report titled Making Customer Loyalty Real: Lessons from Leading Manufacturers. Not only does the report state that “customer loyalty is a critical driver of shareholder value around the world,” it also concludes that “for manufacturers, low price, high quality, and on-time delivery are no longer …

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