Now that you know what it takes to communicate your market leadership relative to your particular target niche, fund your plan to gain the competitive edge in awareness and reputation. The bottom line is that the allegiance of customers is a path to long term profitability. The cost of acquiring new customers is steep and the cost of keeping them is significant. However, the lifetime value of loyal customers increases with each year of retention. Of the many elements in the customer experience, maintaining allegiance must be the objective.
Silence is deadly.
Yes, success takes the delivery of real product and service value, but building and maintaining customer allegiance requires a well justified investment in marketing communications at all points of contact. Your feedback and requests for future articles are welcome.