CHAPTER THIRTEENSTRATEGIES FOR RETAINING CUSTOMERS
This chapter suggests four emotion-friendly strategies to increase customer loyalty.
Listening to the Voices of Loyal Customers
Companies need to focus their energies in a coordinated way on the customers who are already most loyal.
If companies are to benefit from loyal customers, they need to focus their energies in a coordinated way on the customers who are already most loyal. This requires being able to identify your loyal customers, seeking out what they have to say, and then implementing what they value. The ultimate goal is one in which service value and relationships are so positive that loyal customers feel they cannot get their needs met anywhere else. This necessarily involves ...
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