A number of factors identify a strong relationship:

That the two parties know each other
That the parties understand and appreciate each other
That the two parties trust each other
That the two parties respect each other

Consequently, a prerequisite for establishing a strong tie - and similarly for increasing customer loyalty - is that you know your customer's expectations and to what extent you meet them.

There's only one way of finding out: ask your customers. The most sensible thing to do in that connection is to start by conducting an independent customer analysis that can highlight matters in an objective manner.

Such an analysis can be carried out in a number of ways. There are 2 principal factors used in LEC's approach, and seldom seen elsewhere. We hold that it is crucial that your employees first complete the questionnaire as they would expect your customers would. This way, you find out to what extent your organisation is in tune with your customers. If you don't know your customers' priorities, you can't build relationships and loyalty.

Our approach is very much a mechanism for improvement. As an example, feedback from each customer is reported on a LoyaltyCard™. The LoyaltyCard™ shows responses of each customer and classifications such as >

Ambassador (very satisfied and willing to recommend your company to others)
Opportunist (will switch supplier as soon as a better deal arises)
Defector (abandoning your business, spreading the word about the bad experience)

On each LoyaltyCard™, the account manager or sales person can complete an action plan for the particular customer. At a later stage, when the survey is repeated, the manager can check progress against plan.

In summary, this exercise is not a mere survey; it's a tool for improving customer relationships. It's an instrument for better business, greater customer loyalty and, ultimately, greater profits.

Get more info...

If you want more information, or if you have any questions or comments, call us now at 0870 745 6899, email, or use the form.

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