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Low-Budget Marketing for Rookies by LID Editorial

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CHAPTER 5

Increase loyalty andimprove customerretention

Only the adaptable survive

The great thing about small business is that it is much more mobile. If a large chain or global brand wants to innovate, it’s like turning a cruise liner around. But a small business can be flexible and truly respond to changing market conditions. The people who make the decisions are usually much closer to the customer and are therefore much more likely to be able to respond to their changing needs.

Instead of being daunted by big business, you should pity big business. Big business can’t move quickly – you can. And it’s quick reactions that allows a business to build relationships and customer loyalty. If your customer services staff know that they are permitted ...

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