 How to Build Customer Loyalty * Customer Loyalty Solutions * Client Surveys/TestimonialsCustomer satisfaction has minimal long-term value when compared to customer loyalty which is money in the bank, making the integration of a customer loyalty program an absolute necessity. Retaining your customer's loyalty is critical, so learn how to build customer loyalty and customer retention.
When starting your business, it's oftentimes forgotten that referrals and repeat business are the backbone of any successful business. 80% of new business should result from 20% of your existing customers, noted by Guinness Book of World Records recipient, Joe Girard (recognized as one of the top sales professionals in the World). You really must ponder that comment carefully. It that true? Should 8 out of every 10 new clients you close result from those you've already worked with? Sounds great to me too! - - - - - - - - - - - - - ~**~ - - - - - - - - - - - - -
Career Professionals: Should You Expect Customer Loyalty?
Written by Norine Dagliano
Last week was my birthday (it's okay if you missed it; I plan to have many more!). In addition to my family and friends sending me birthday greetings, I received many from other unexpected sources: my financial advisor, my virtual assistant, my dentist, the dealer who sold me my car five years ago, the physical therapist who helped me after my TMJ surgery nine years ago -- and Jane Roqueplot and the staff at ProfilingPro (gotta love that Jane!). Why I am I sharing this with you? Not because I want you all to know how popular I am, but to let you in on a marketing strategy illustrated by Jim Ackerman of Ascend Marketing in the following tip:
Many businesses complain about the lack of customer loyalty in the world today; but what about your loyalty to the customer? How can you expect repeat business if you never stay in touch with your customers? They've got to know you care about them first. And the way to demonstrate your caring is to keep selling to them.
Think about it. If you buy a car from a particular dealership, then never hear from the dealership again for the next three years; are you likely to feel an obligation to return to that dealership to buy your next car? On the other hand, if you heard from the dealership four, five or six times a year ... if they were continually offering you special deals on service, opportunities for discounted automobile aftermarket products and services with other vendors, an occasional thank you note ... wouldn't you tend to feel a sense of relationship that would keep you inclined to go back for your next car -- EVEN IF YOU NEVER TOOK THEM UP ON A SINGLE INTERIM OFFER?
When I began my career as a self-employed resume writer, the concept of having "repeat customers" did not seem relevant. After all, once I wrote a dynamic resume for a customer and he or she got a job, why would he or she come back? Fortunately, I learned that this was not the case.
I picked up a lot of tips from NRWA seminars, conventions, and colleagues about the importance of maintaining contact with customers and how to do this. I tried publishing a monthly newsletter for a while, but I was having trouble meeting my own deadlines. Instead, I switched to an email campaign I label as "Use It or Pass It On." I use Constant Contact to periodically email snippets of information about careers and job search to everyone on my client mailing list. I also use Constant Contact to send holiday greetings, business announcements, and promotional specials. Borrowing from a technique that I first saw used by Jane Roqueplot, I recently designed "thank you" and "congratulations" postcards to send to clients and colleagues when the time seems most fitting.
Inevitably, every time I send out something to all the clients on my email distribution list, one of them (or someone they referred) calls or emails me to inquire about new services! Contrary to what I first believed, resume writers do have loyal customers and repeat business -- provided they stay in touch with their customers and they let them know that they care. Try it -- it's pretty powerful stuff!
Copyright 2009. Reprinted with permission from the author.
Norine Dagliano, of ekm Inspirations, is an independent and nationally certified professional resume writer (NCRW, CPRW, CFRW/CC) and job search coach. With more than 20 years of experience, Norine has crafted powerful, achievement-focused resumes and provided logical and straight-forward job seeking tips and advice that has helped literally thousands of professionals in overcoming the anxiety of looking for work ... and finding their ideal job. Learn more at www.ekminspirations.com - - - - - - - - - - - - - ~**~ - - - - - - - - - - - - - ::Search Engine Optimization (SEO) & Marketing Articles Sales & Marketing
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