Billing systems, call centers, and all the interactions between customers and employees also provide companies the opportunity to shine. Without question, it takes a lot of little things to happen the right way to have customers that will pro-actively, with enthusiasm and conviction, spread the good word because of their absolute delight with your company s products and services, to have customers that are not only loyal to your products or services, but also to your company for their lifetime. In short, loyalty to your company brand forever. However, there are a number of critically important characteristics, principles, and practices that can be found in those companies that are successfully on the road to customer loyalty. In our next issue of The Manufacturing Journal, I will elaborate on these important elements.
Customer loyalty starts with top management.
When top management knows what they stand for, communicates it daily through their actions and words, and demonstrates the characteristic above, then the rest of the organization will follow their example. Only then can a company ask its customers to trust them and remain loyal. Companies that transcend mere customer satisfaction and move to customer loyalty, zero customer defection, will create lifelong customers and find themselves in a league of their own with higher profits and happier stakeholders.