How loyal are your customers?

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Repeat purchase and loyal customers help drive your business success, revenue and profit

How can you tell how loyal your customers are?

You can do a self-assessment and/or bring some experts in to help you benchmark your current state and help you improve it (from where ever you are starting).

Here are some questions you can ask to start your own self-assessment to get a head-start:

  • To what extent are your customers repeat users?
  • Would they recommend your company? How highly would they recommend you? Why or why not?
  • What ties your customers to you?
  • How well are you meeting your customer expectations?
  • How well do you really know what your customers expect (from their perspective)?
  • Do your customers feel like hostages or partners? Are you seen as a vendor/supplier or ally?
  • What is the value of repeat sales and incremental sales compared to new sales for your business?

How comfortable are you with your answers to these questions? Are you feeling satisfied and content? Are you feeling like some of the issues may need to take a higher priority for you? Do you feel like you know what to do? Or that you would like some help, or advice and counsel?

Take actions in the direction your answers lead you, whether that is tuning up some things, getting outside help or continuing to do what you’re doing. The point of these questions is to give you insights into how your customers are valuing what you deliver and their likely level of loyalty to you and your services. Then based on those insights, what changes, if any, do you want to put in place so that you have more repeat and referral business that will drive your revenues and profits higher, along with cementing your customer loyalty.

What are your favorite questions to assess customer loyalty and gain these insights? What’s working for you or what’s challenging you the most?

About Deborah Siegle

Deb Siegle, Past President of Women in Consulting and Principal of Strategic Marketing Solutions, is an astute marketing leader and strategist with a talent for aligning a company’s products, solutions and messages with the customer’s needs. Deb was named one of the Top Women of Influence in Silicon Valley. She delivers practical and actionable insights to business executives and entrepreneurs. Deb is a recognized consumer and business marketing leader, problem solver and communicator who is an authority in market research, strategy, market and product development, and customer loyalty and experience. Deb is also the former president of Women in Telecommunications (WiT) and has also held leadership positions in other industry associations. Deb holds a M.B.A. from the University of California, Berkeley and a B.B.A. from the University of Michigan.

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