Getting Loyal Customers and Turning Them into Advocates

All companies are after loyal customers — those who keep coming back to visit with the firms and regularly repurchase from them. It’s a tough competitive battle to capture and retain such customers. But, even more valuable than loyal customers (and harder to achieve) are loyal customers who also serve as brand advocates or evangelists. […]

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Better Understanding the Mind of the Multichannel Shopper

Each year, the number of consumers who shop at multiple formats — including both off-line and online — increases. To better understand these shoppers, MasterCard recently published: The Retail CMO’s Guide to the Omnishopper — “What transaction data and consumer insights say about the attitudes and behaviors of tomorrow’s global customers.” Consider this from MasterCard: […]

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Mary Pacifico-Valley: A Great Career in Auto Marketing

Mary Pacifico-Valley is the owner of Denver-based Rickenbaugh Automotive Group. Pacifico-Valley worked her way up the ranks to her present position, and her company is hugely successful: “Rickenbaugh Cadillac Volvo in Denver, CO and Infiniti in Dacono treats the needs of each individual customer with paramount concern. We know that you have high expectations, and as […]

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Are You Doing a Good Job of “Courting” Your Customers?

As we know, in today’s competitive environment, we cannot take our customers for granted. We need to continuously “court” them and have them feel appreciated. Consider this observation from Oracle Marketing Cloud: “From the need to meaningfully nurture to the demand to delight and impress at all stages, a lot goes into building the relationships […]

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Better Communicating with Loyal Customers

by Joel R. Evans and Barry Berman   In this post, we resume our discussion about gaining more loyalty and patronage from current customers. The focus is on communicating with ongoing customers. Our assumption for today is that your business has started to develop a customer database and that you are also now at least thinking […]

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It’s Not Just About Happy Customers; Angry Customers Matter Too

All companies — large and small — treasure and understand the value of their happiest customers. The number and loyalty of these customers is often the difference between success and failure. But, how should we deal with angry customers? As a general rule, we should not give up on them until we understand their feelings […]

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How to Generate Greater Customer Loyalty

by Joel R. Evans and Barry Berman In this post, we continue our discussion about gaining the loyalty and increased patronage of current customers. Our focus is on the value of frequent-shopper programs. WHAT IS A FREQUENT-SHOPPER PROGRAM? It is one awarding special discounts or gifts to people for their continued patronage. In most such programs, customers […]

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Using Database Marketing to Target Loyal Customers: A Small Business Guide

by Joel R. Evans and Barry Berman As we noted last month, too many firms concentrate on how to woo new customers and do not pay enough attention to what they can do to gain the loyalty and increased patronage of their current customers. One of the ways to improve this situation is to develop a […]

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Pay More Attention to Loyal Customers!

by Joel R. Evans and Barry Berman   Too many firms concentrate on how to woo new customers and, thus, they do not pay enough attention to what they can do to gain the loyalty and increased patronage of their repeat customers. For example, when was the last time that YOU ran a special sale just […]

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How Do You Compute Customer Lifetime Value?

Smart companies realize that repeat business (customer loyalty) is one of the most important — if not THE most important — objectives to achieve in both the short and long run. This is a key challenge for marketers. As Bain & Company explains: “Investing to earn the loyalty of your customers often requires trade-offs — […]

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