Customer Loyalty

How to Make Service Pay

How do you make service pay? Integrate it within your sales and marketing programs! Not so long ago it used to be that service was strictly “back office”. On the other hand, branding and marketing communications were very much “front of house". This was before the...

What Price Customer Loyalty?

In 1964 The Beatles sang “Money can’t buy me love”. 50 years on it is clear that money can’t buy loyalty either. Businesses around the globe have spent large sums of money on loyalty programmes but very often they just don’t seem to work very well at all. Why is this?...

How to Hunt Down Hidden Complaints to Gain True Value

Want more sales? Then, invite more complaints! According to Ruby Newell- Legner in her article "Understanding Customers", for every 1 customer who complains, there may be a staggering 24 others who don’t bother. Worryingly, 9 out of 10 of these could be lost to you...