Overview

Focus on making your customers lives better. If they can t see that your innovation is going to make their hotel experiences better or their game experiences better or their shoes better, you might as well stop now.

(Beth Sawi)

Increasing customer loyalty requires:

• building a positive emotional bond with each customer

• learning how to generate higher customer value

• strengthening co-operation between data mining and marketing campaigns

• mixing digital technology with live customer support

• knowing how you stand on moral and ethical issues.

Improving customer value

Whether it is a small business such as a local pizza shop, the members of a tennis club or users of a large mobile phone network, customer loyalty is everything. Outstanding customer service requires an attitude that is not aloof, arrogant or out of touch. Business success is determined by its ability to nurture intimate, two-way learning relationships with their customers. This is the distinguishing factor in the modern marketplace. We must all be directors of first impressions in every dealing we have with each customer. As Esther Orioli from Q-Metrics says, customers do not remember logos or catch phrases; the new economy is built on relationships. So if you wish to win the knowledge game you must always have the customer clearly in your sights.

If the customer knows about you and you know about them, you are both better placed to share the spoils of exchange. The goal is not about selling for selling s sake or simply...