52
Recommend your competitors
The proud head of marketing of a global company showed me a floor full of her staff. ‘Who’s responsible for customer loyalty?’ I asked. She paused; ‘I think we have half a person.’
Assuming she wasn’t talking literally, that’s not unusual. Companies spend a huge amount of effort attracting new customers, while completely overlooking the value of their existing loyal customers. Typically an existing customer is easier to service, will pay higher prices, and is five times easier to sell to.
And in building this bond of loyalty, the most important currency you have is trust.
While most customers will expect you to target new offers at them, they need to know they’re not being sold to at all costs. Inevitably, there ...
Get The Devil's Advocate now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
