Converting customer’s loyalty into economic advantage.ID_26954_Loyalty


The story. Every business has them. You know what I am talking about. The story about an unusual experience a customer had, over the top customer service, out of the box thinking that solved a customers problem.

My ‘story’:

I called my dry cleaner to see if they could stay open an extra 15 minutes as I was running late but needed to pack for a business trip. The clerk couldn’t accommodate me but later that evening, the owner showed up at my door with my order in hand. What made this more amazing is that the address on the ticket was our home but we were under construction and were living in a rental. Yet somehow the owner tracked us down. (Thanks Mark at Park Sheridan).

The challenge facing every business owner, where a SOHO or a large enterprise, is to turn their most loyal customers into promoters, those people who will eagerly spread the word.

Here are 3 steps to turn this love into profits. (Note this article was inspired by Bain’s Insights.)