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www.IndependentRetailer.com NEWS Building Customer Loyalty
FOR RETAILERS looking to keep repeat customers and benefi t from repeat sales, the cliché motto, “The customer is always right,” holds va- lidity. Why is the customer always right? Simply, the customer knows what they want, what quality they expect, what price they plan on paying, and how they expect to be treated, wooed and wowed by the retailer from beginning to end. Independent retailers who are not only looking for sustainability in customer loyalty, but also looking for repeat customers, must focus on building a customer centric business culture. Entrepreneur magazine col-
umnist, Micah Solomon, suggests there are seven steps in fostering
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sustained customer loyalty: (1) anticipate customer wishes; (2) be patient with the hiring process to ensure superb service; (3) develop a customer service vocabulary; (4) dedicate yourself to acknowledging each repeat customer; (5) perfect your hello and goodbye to custom- ers entering and exiting the door; (6) speed up your service; and (7) show your personality. CRM colum- nist for
BizCommunity.com, Daniel Munslow, agrees, saying, “Behind the scenes there are a number of internal processes that need to be brought into line before customer service can be fully realized.” Busi- ness culture must be done right and won’t be perfected overnight. How- ever, while you ensure that your
entire company understands its di- rection and values, you can begin showing customers you care today through reward and recognition. Personally keeping track of
repeat customers can be diffi cult depending on the size of your com- pany, which is why many retailers invest in customer loyalty programs as a quick customer centric solution. But is it effective? According to a na- tional study conducted by Colloquy and Swift Exchange, “U.S. consum- ers collect about $48 billion worth of rewards points each year, but fail to redeem at least $16 billion of that value.” Yet, consumers continue to sign up for that small piece of plas- tic, to be later attached to key chains
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(800) 772-5760 |
www.wuujau.com L-1013-STAND $24.95
H-4710 $6.95 WKS-7000
WKS-2001 Wuu Jau Co. Inc. 2600 S Kelly Ave | Edmond, OK 73013 | (800) 772-5760 | Fax: (405) 340-5965
www.wuujau.com |
mail@wuujau.com 16 June 2011 INDEPENDENTRETAILER
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