Loyalty Is Created, Not Bought

Loyal customers have to be created. This can take some time and effort but the ROI can be immense. When a customer buys from you it’s a signal that you have something they want.

They’ve responded to the value proposition you offer and there’s immediate potential to create a relationship with lasting value for both of you.

How can you do this with the greatest possible number of customers?


Your value proposition must appeal to your customers to create and retain their loyalty.

Their perceptions of value change, depending on factors such as the economy, fashion trends and even seasonal variations.

Regularly review the value proposition you’re offering your customers and relate every element of it to enhancing the relationships you have.


Every customer is unique; each will respond to a different set of approaches and satisfactions. You should study your customers closely.

Talk to them and get to know them so you can deliver what it is they want.

Learn to identify and cater for the customers with long term prospects and then work hard to satisfy their needs.


When the team members of a business feel genuine loyalty towards their employer they’re much more inclined to provide customers with personalised service that gets them back.


Today’s customers recognise most sales techniques for what they are and are likely to be put off by them. They want to formulate their own opinions and not be told what they like or don’t like.

Adopt a service approach; be ready to assist the customer in making decisions and provide answers to their questions.


Work with your team to eliminate potential sources of customer dissatisfaction, and if you notice any signs that someone’s unhappy be proactive and leap in first with a solution.

When customers aren’t happy with your business they usually don’t complain to you – instead, they’ll complain to just about everyone else they know.

CONTACT: Philip Wicks, Director, Business Success Partners, 027 824 8809, phil@ bspnz.co.nz, www.business successpartners. co.nz