Developing Customer Loyalty

In a recent Network of City Business Journals survey, 89 percent of the respondents agreed with the statement, "Once I find a product that I like, I stick with it." Only 22 percent were influenced by what's hot and what's not.

So . . . what are you doing to develop customer loyalty?

Dedication is what makes the difference. Even when someone makes a commitment to a product, another product can sway him or her if the message is right. Your goal as a marketer should be to keep your message coming loud and strong for the rest of your time in business.

Use your website in the same way you would use direct mail. Make your website a part of your promotion process. Give your clients a reason to come back again and again. Give them clean, detailed information that pertains directly to your business. Provide full product information. Create specials and promotions on your website. Make your website easy to use. Provide a shopping cart that makes purchasing a snap 24/7. And give your clients an easy way to contact you. Through email, snail mail or phone, you should list ways of contacting you on every page throughout your website.

After being in the business for over 18 years, I can definitely tell you that I moved from average to WOW when I made staying in touch with my existing clients a priority. When they were kept in the loop of what my business was doing, they tended to refer me with more frequency. And they understood how I was growing my business and treating my customers. They stay in touch with me because I stay in touch with them!

I have many clients tell me they have my websites on their favorite lists so they can visit frequently and see what’s new! Do your websites change enough for your customers to do that? If not, take heart. Start making changes. It doesn’t take much. Only an hour or two a week can accomplish phenomenal things over time.

Don’t make your customer hunt for you – make it easy from beginning to end.