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10 Tips for Building Customer Loyalty

by Chintan Bharwada  |  
June 22, 2010

Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones. Loyal customers tend to buy more, more regularly. And they will frequently recommend your business to others.

Here are 10 tips for you to consider if you are sincerely interested in having a business that is notable for its customer loyalty and referrals. I propose that these tried-and-true tactics with interpersonal strategies can deepen relationships with customers, establish greater levels of trust, and build stronger customer loyalty.

1. Understand the true purpose of marketing

Effective marketing is in large part about building trust and developing relationships.

The purpose of marketing is to "create and maintain a strong feeling with customers so they are mentally predisposed to continually choose and recommend you," according to Tom Asacker, author of A Clear Eye for Branding. Successful marketing also requires being relevant and unique, which brings us to Tip 2.

2. Identify and build your brand

We're not talking about your logo, marketing "look," or tagline, although you should have those tools in your marketing kit. Branding that builds genuine customer loyalty goes beyond what the eye can see. It's branding at the emotional, sensory, and gut-feeling level.

Your brand is what your business is known for, how you engage with customers, and what people can depend on you to consistently deliver. It's a compilation of your most-important strengths.

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Chintan Bharwada is a marketing expert who specializes in customer loyalty, retention, and acquisition. Reach him via and read his blog, Loyalty & Customers.

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  • by Norma Huibregtse Wed Jun 23, 2010 via web

    Your points are right on target with respect to the customer experience. I recently wrote about how important it is to communicate to your customers about being customers for life. Read it here

  • by Terri L. Maurer Thu Jun 24, 2010 via web

    In tough economic times, customer loyalty often goes right out the door as everyone begins looking for a deal. To retain loyal customers takes work and these tips are a great beginning to a list we should all be adding to on a regular basis. Loyal customers who are recognized and shown appreciation will become those brand ambassadors we all covet.

  • by Chintan Bharwada Tue Jul 20, 2010 via web

    @Norma - Thanks for comment. Communication is a vital tool and you bog sums it all.

    @Terri - Spot on! Personally I feel that loyalty building initiatives should be increased in tough economic times. Correctly as you said...we need these brand ambassadors to spread positive word-of-mouth.

  • by Robin Fri Aug 27, 2010 via web

    Thanks for the info...I've been looking for strategies to maintain good relationship with customers...I hope these strategies will work...

  • by Kristin Haskins @Strangefruit Tue Mar 29, 2011 via web

    I think the current economic environment allows a company to take advantage of the opportunity to build customer loyalty. While many companies are now cutting back on customer focused initiatives in order to save money a forward looking company can scoop up additional customers by focusing on the areas mentioned in this article.

  • by Susan Popp Tue Feb 7, 2012 via web

    I see previous comments are from 2010 - how refreshing to see an article with such relevance that it still resonates so well in 2012. It is so important to remember that integrity leads to trust & trust leads to relationship that must never be taken for granted. Words to live by!

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