A loyal customer is also satisifed. Yet a satisfied customer is not necessarily loyal. At some time or another we have viewed advertisements for vehicles, appliances, services, etc... all touting their remarkable customer satisfaction percentages. Customer satisfaction is great, but it does not mean the advertiser has built loyalty. The dictionary describes loyalty as: a feeling of devotion, duty, or attachment to somebody or something.

A Loyal customer invariably will also tell anyone who will listen about the POSITIVE and enjoyable experience offered. Word of mouth reviews become the most valuable segment of your advertising and marketing campaign. It is also the best use of your money and the fastest way to maximize your profitability. If you ever wondered how small retailers in the middle of nowhere become huge, legendary successes; why people will go miles out of their way to shop, eat or purchase a service –they found a way to build customer loyalty.

How to build loyalty?  There is no silver bullet – no one task or expenditure.  In fact most experts will tell you that exceptional services and experiences are a result of a culture, environment and consistency. Here are two examples that may help explain:

THE NORM A customer walks through the door of very pretty and well stocked retailer just after opening one fine morning.  Two employees are currently working yet neither, the one behind the counter and near the register or the one checking in new merchandise, greet the customer in anyway. Not a hello, welcome or a grunt. Nor do they make eye contact. The customer wanders for a few moments and then spot the displays of candles. It becomes obvious that the customer is looking for something specific. Still no contact.  After a few more minutes of searching, the customer, no merchandise in hand, approaches the associate behind the counter and asks if the store carries a particular candle brand. The first and only words from the store associate in “no.”  The customer leaves. No sale.  

BUILDING LOYALTY The same customer walks through the door of a very pretty and well stocked retailer just after opening one fine morning. Two employees are currently working, one behind the counter near the register or the one checking in new merchandise. As soon as the customer enters the employee behind the counter greets the customer, “good morning and welcome. My name is Jenny and my associate restocking the shelves is Megan.  May I assist you?” Eye contact is made. The customer returns the greeting and tells Jenny she is looking for a certain candle brand.   Jenny moves from behind the counter and says to the customer ‘our candles are displayed over here, let me show you.’ While I do not think we carry the exact brand you mentioned, we are told our selection is the best in the area, possibly we can find an alternative, if not I will be happy to make a couple of calls to see if I can locate the brand for you. By the way here is our card, it might come in handy and I just made a fresh pot of coffee in the back, would you like a cup?’ Of course in our story the result is a customer that buys from Jenny an alternative candle and goes on to buy another $35.00 worth of merchandise. 

More importantly during the  day that same customer has told five co-workers, a customer and her husband about this pleasant experience and everyone else should give the store a try. Our example, ‘the norm’ while simplistic, is a reality. It happens countless times everyday costing retailers thousands of opportunities to please customers and build loyalty not to mention the hundreds of thousands of lost dollars; sales that literally ‘walk’ out the door.  So how do you build loyalty? To begin, be prepared for the long haul – almost all legends are not born overnight. Here are a few ideas to get started.  ·                    

• MAKE LEGENDARY CUSTOMER SERVICE A MISSION. For your program to work, everyone; from the clerks on the retail floor to your accounting person to every vendor understand your mission statement. A good suggestion is to have it written and posted for all to see; including the customer.·                    

HIRE THE RIGHT PEOPLE AND PAY FOR SUCCESS.  Re-examine who you are hiring and the attributes you need in an associate to provide legendary service. Then compensate for success. A commission and bonus program can become an integral part of compensation. Make it clear that showing up for work on time is not an acceptable career path in your organization. Involvement, creativity and customer loyalty must be rewarded – it sends a message of consistency for your stated mission and they people you want, the people that respond; those are the ones you can build an organization around.·                    

CREATE A ‘WOW’ FACTOR! It’s a fact that merchandise on its own does not create loyalty. Sometimes it is what you do with the merchandise that creates that all important “buzz” – but more often than not it is something inside the retailer – some quirk or something a bit crazier. It can be displays, themes, the music or something else entirely different. By the way, retailers that are successful in creating a “buzz” and the WOW factor, don’t talk or advertise about what makes them unique – they let their customers spread the legend – that is loyalty.·                    

GET YOUR VENDORS AND SUPPLIER INVOLVED. As the saying goes ‘you are either with me or against.’ Don’t try and do it alone. Get everyone involved. Key vendors should be delighted to help you promote loyalty – it is loyalty and retention for them as well.  Ask for help; whether it be samples, testers, displays, newsletters or something else.  Sales representatives may be asked to provide ‘trunk’ shows or open houses; possibly help out during major events. Your success is theirs. 

The one overriding theme in all of these processes-they must all fit consistently with your stated mission. If the ideas or the implementation is in conflict with your mission – scrap it. You will confuse yourself, your associates and the customer.