Satisfaction Versus Loyalty - Where Are Your Customers?
If you want to retain customers and build your business, you must go beyond satisfaction. You must develop a culture that builds customer loyalty.
What is the experience your customers are realizing through these interactions? Re-examine every one and consider which touchpoints have the greatest influence on building loyal relationships with your customers. You should also consider which touchpoints have the greatest potential for reducing loyalty when not implemented well.
There is a significant difference between satisfied and loyal customers. A loyal customer will be your most forgiving customer. If there is a misstep along the way, this customer will recognize that it is the exception, not the rule. The loyal customer will not haggle over price. They value the relationship you have with them, and you must design your systems and culture to ensure that trust is not broken.
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