Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Putting customers first - nine surefire ways to increase brand loyalty
Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 8.
LaMalfa K. Sales & Marketing Management, January/February 2008, Start page: 12, No. of pages: 2
Purpose to identify nine techniques to make customer loyalty a powerful competitive advantage for the company. Design/methodology/approach breaks the techniques down into three categories: loyalty basics, loyalty technologies and loyalty measurement. Findings under loyalty basics, companies should give customers what they expect, go beyond simple reward programmes, turn complaints into opportunities and build opportunities for repeat business. Under loyalty technologies, suggests that companies engage customers in a two-way dialogue, survey customers and solicit feedback, and create a centralized system for managing feedback throughout the enterprise while loyalty measurement techniques involve tying customer loyalty and engagement to business outcomes and using analysis to predict future loyalty. Originality/value urges marketers to stay focused because increasing engagement and loyalty means increasing profits and a competitive edge. ISSN: 01637517 Reference: 37AF367
Keywords: Competitive advantage, Customer loyalty, Marketing strategy