Customer Loyalty: How to Earn it, How to Keep it

In today's competitive business climate, aiming for customer satisfaction is no longer enough. Many customers who are satisfied with a product or service will defect to buy a competitor's product without hesitation, forcing many businesses to spend more and more money to attract new customers. To maintain a dependable clientele and curtail the expense of wooing new customers, businesses must go beyond their usual concerns with customer satisfaction and take steps to ensure greater loyalty. In this work, Jill Griffin outlines a six-step process for developing prospective customers into loyal advocates. Once customers have reached this stage they will buy a product or service on a steady basis, generate more profit than new customers, be resistant to lower prices from the competition, and recommend that product to their friends.