Harvard Business Manager

The systematic potential of existing customer potential offers countless opportunities for cost-effective and sustainable growth: loyal customers buy more often and buy more. Enjoy change is low. They are less price sensitive. They have also mostly a better payment record. You are more lenient, when mistakes happen.

Because they are sympathetic to the company. You help him by appropriate advice, hints and tips, to be better. They give a good feeling to the employees and make them proud on their employers. And they help to save advertising expenses. Who wins the loyalty of its customers and can permanently maintain, growing revenues and reduces his costs at the same time. And that’s not all blind and deaf for the competition a thoroughly loyal customer not only always comes back, he is also blind and deaf for the competition. He defends his favorite provider against any kind of attack. Most importantly: He is full of enthusiasm about him and generates the valuable word of mouth this way.

Positive word of mouth is the precursor to the recommendation business. Time Warner is often mentioned in discussions such as these. Fan customers are the best and seller. As glaub-and trusted multipliers they trump any traditional advertising. Connected to a community, they can heave quite quickly to the top companies and brands. And they do all this for free, voluntarily and gladly. That is to say: not only always-again-buyers as a particularly active referrers customers are profitable. Recommendation readiness is a clear reference to high customer loyalty. Unwillingness of recommendation, however, is a first bounce early warning signal. The American loyalty expert Frederick F. Reich hero concluded in an article for the Harvard Business Manager: the companies with the highest number of positive EMP errors examined in the context of a three-year study at the same time had the highest sales growth. There you can call but only one: her with loyalty! Referrers are the best seller it is quite amazing how much energy market participants sometimes invest in order to tempt their favorite brand other. Referrers are the best accessory on the road to improved results and High new customer business. The most important thing: You can be the easiest way to generate from the pool of enthusiastic and loyal regular customers. Such sweetheart who care it eagerly, so that they don’t come any ideas. Because your best customers, the highly profitable, extremely loyal online and offline Referrers are exactly the customers who prefer to have your competition. An experimental study at the University of Hamburg demonstrated, by the way, that customers feel the company increasingly connected after delivering a recommendation. As demonstrated, that pronouncing a recommendation has a positive effect on the own buying intention. It is so doubly useful to develop its recommendation business. It provides for cost-efficient new business as well as an increase in loyalty, say longer loyalty and increased accounts. Who, however, neglected his existing customers, who will receive no recommendations. The book on the subject of Anne M. Schuller customers on the run? How You win loyal customers and keep Orell Fussli 2010, 208 p., 26.50 Euro / 44.00 CHF ISBN 978-3-280-05382-9 facebook.loyalitaetsmarketing.com awarded as winner in the category of customer loyalty win the audiobook titled Anne M. Schuller loyal customers and permanently keep the 25 most valuable best practices for customer loyalty and customer care Breuer & Wardin, 1 CD, 70 Min, 19.90 euro / 29.90 CHF ISBN: 978-3-939621-85-0 more info and order…