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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Keeping Good Customers: The Sales/Service Ratio

October 15th, 2015
Steven Howard

Having a Loyal Base of Good Customers is a Competitive Advantage As we approach the next era of marketing excellence, one which I often describe in terms of True Relationship Marketing, companies need to learn how to apply a Zero Attrition Strategy as the foundation for their customer-focused marketing programs. Keeping good customers loyal to your products, your services, and your organization is critical to your future marketing success. Having a loyal customer …

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Rewarding Customer Loyalty

October 13th, 2015
Steven Howard

Don’t turn customer rewards programs into customer bribery programs It is important to reward customer loyalty….but we have to be careful not to bribe customers into loyalty. It is kind of like raising children. Once you start to “bribe” your child, as in “if you eat everything on your plate tonight you will get a cookie,” there is no ending to the bribe. This one cookie for a clean plate trick works for …

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Keeping Customers Loyal

September 15th, 2015
Steven Howard

The Art of Keeping Good Customers™ Keeping customers loyal is an art form, not a science. As is true of all good marketing practices. Marketing is, after all, an art, not a scientific discipline. The most important ways to keep customers loyal are five simple….simple to understand I should say….but not always simple to execute….actions: Always deliver upon the promises that anyone in the organization makes. Walk your talk. Have everyone in the …

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Building Customer Loyalty

September 10th, 2015
Steven Howard

Customer Satisfaction Is Better Than Mere Customer Service How do you build customer loyalty? To start with, your organization has to be able to fully understand customer requirements and to appreciate customer needs…particularly individual customer needs. And you need to have policy flexibility and organizational adaptability in order to meet individual customer needs. In other words, you need to be flexible in how your policies are applied. Not all customers are equal or …

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Earning Customer Loyalty

September 8th, 2015
Steven Howard

Create Loyal Customers By Keeping Promises, Delivering Complete Satisfaction How do you earn customer loyalty? Think about how you, as an individual, are loyal to any of the establishments or businesses where you are willing to repeat purchase. What does it take to make you a loyal customer? It is probably the same thing that it takes to make any of us….including your own customers….loyal. And that is a commitment to quality and …

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7 Laws of True CRM

September 3rd, 2015
Steven Howard

Making CRM Mean Customer Retention Marketing I have long struggled with the concept of Customer Relationship Management (CRM), mostly for the simple reason that I fully understand that customers do not want their relationships with an organization managed. This is why the whole notion and philosophy of CRM as customer relationship management is wrong. One of my key messages has long been that marketers and senior management need to think of CRM as …

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Customer Retention: The Art of Keeping Good Customers

August 23rd, 2015
Steven Howard

CRM Should Mean Customer Retention Marketing The world in which marketing takes place has changed, and continues to change at a rapid pace. Customers, customer needs, and the individual motivations for making purchasing decisions are also changing. The natural loyalty of customers is a thing of the past, not just because customers have become more fickle but also because the large majority of organizations do not exhibit any tendencies that deserve customer loyalty. …

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Truly Understanding Customer Needs

August 6th, 2015
Steven Howard

Customer Needs and Concerns Need to be Fully Understood I write and speak often of the need for frontline staff (and actually all staff as well) to fully understand and appreciate customer needs. And, simultaneously, I encourage management to develop flexible policies and procedures so that their staff can handle customer needs and concerns on an individual basis. Here’s a true story that brings all these points succinctly together. A man in Singapore …

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Relationship Marketing

August 4th, 2015
Steven Howard

Relationship Marketing Means Understanding Customer Preferences Relationship marketing is a concept that has yet to be clearly defined by anyone, even though much of today’s marketing literature and many marketing consultants and gurus are in agreement that relationship marketing will be a critical success factor for the large majority of organizations. I won’t attempt to define relationship marketing here, but I will give you what I consider are the key elements of any …

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