(Time to read this blog article about 60 seconds)

Business people keep complaining that there’s no such thing as customer loyalty any more….and they’re wrong. The truth is that people are desperately searching for products, services, experiences and businesses to be loyal to in every part of their business and their personal lives. To change suppliers of anything from haircuts to heavy equipment is stressful and disruptive and we’d rather find one supplier that we can trust, and stick with them. 

You could read books two inches thick on the subject of ‘customer loyalty’ but here’s all you really need to know. “People are loyal to what’s best for them…or what they assume is best for them.”   That’s it.  So, honestly, are you the best for your target customers?  Are you the ‘wise choice’? 

If you’re not experiencing the degree of loyalty that you’d like in either your business or your personal life, it’s for one of two simple reasons…

Reason #1:  You are currently not ‘best’ for anyone.  You’re not the ‘wise choice’.  Stop whining that people are different today, take responsibility for the problem and do the work. Understand who your target customers are and what life’s really like for them. Then, create compelling value and extraordinary experiences that will ‘grab’ those customers, clearly differentiate you from your competitors, make you ‘famous’…and grow your bottom line. Think WOW…think ‘amazing’…think of what’s never been done before and then have the courage to be extraordinary.  Remember, mediocrity is no longer an option.

Reason #2:  The 2nd possibility is that you actually are ‘best’ for a particular group of customers but, so far, you’ve done a lousy job of communicating all of your value to those specific people.   Once again, you have work to do. Generally, when you’re delivering compelling value, compelling communication should be easy.

What will you do to more effectively communicate your compelling value story to your specific target customers?  And how will you encourage customers and key influencers to tell your story through word of mouth and social media?  There’s no point in being the best if you’re also the best-kept secret.

 Everything we do communicates, so make sure that everything that your target customers see, hear or experience about you communicates your clear and compelling value and brand message.  We are what we communicate.

So, customer loyalty is not dead. Stop whining, create innovative and compelling value and then effectively communicate that in everything you do.  What will you do, starting right now, to be the ‘wise choice’ for your target customers…and to make sure they know that?

 

About Donald Cooper

Donald Cooper, MBA, CSP, HoF: Donald Cooper speaks and coaches internationally on management, marketing, and profitability.  He can be reached by email at donald@donaldcooper.com in Toronto, Canada.

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