Driving customer loyalty

Driving customer loyalty

Though companies consider customer loyalty crucial to their marketing plans, they often focus on low-value measures that do not provide significant competitive advantage.

Myth 1: A satisfied customer is a loyal customer

Myth 2: Loyal efforts help you retain business, not acquire new business

Myth 3: Loyalty efforts should focus on the attributes that customers say are most important

Myth 4: Enrollinga customer in a loyalty programme will result in loyalty

Myth 5: Developing personal relationships with customers is the best way for sales to drive loyalty

Myth 6: Employees who don’t face customers cannot affect customer loyalty

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Illustration by Jayachandran/ Mint; Graphics by Sandeep Bhatnagar / Mint

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