And they help to save advertising expenses. Who wins the loyalty of its customers and can be permanently stored, generated steadily rising sales and at the same time, reduced its costs. Blind and deaf for the contest a thoroughly loyal customer not only always comes back, he is also blind and deaf for the competition. He defends his favorite provider against any kind of attack. Most importantly: He is full of enthusiasm about him and generates the valuable word of mouth this way. Positive word of mouth is the precursor to the recommendation business.
Fan customers are the best ambassadors and sellers. As trusted and glaub – multipliers, they trump any traditional advertising. Connected to a community, they can heave quite quickly to the top companies and brands. And they do all this for free, voluntarily and gladly. That is to say: not only always-again-buyers as a particularly active referrers customers are profitable. Recommendation readiness is a clear reference to high customer loyalty. Unwillingness of recommendation, however, is a first bounce early warning signal.
The American loyalty expert Frederick F. Reich hero came in a post for the Harvard Business Manager to the following conclusion: The companies with the highest number of positive EMP errors examined in the context of a three-year study had the highest sales growth at the same time. There you can call but only one: her with loyalty! Referrers are the best seller it is quite amazing how much energy market participants sometimes invest in order to tempt their favorite brand other. Referrers are the best accessory on the road to improved results and high new customer business. The most important thing: You can be the easiest way to generate from the pool of enthusiastic and loyal regular customers. Such sweetheart who care it eagerly, so that they don’t come any ideas. Because your best customers, the highly profitable, extremely loyal online and offline Referrers are exactly the customers who prefer to have your competition. An experimental study at the University of Hamburg demonstrated, by the way, that to customers after delivering a recommendation the company increasingly feel connected. As demonstrated, that pronouncing a recommendation has a positive effect on the own buying intention. It is so doubly useful to develop its recommendation business. It provides for cost-efficient new business as well as an increase in loyalty, say longer loyalty and increased accounts. Who, however, neglected his existing customers, who will receive no recommendations. The book on the subject of Anne M. Schuller customers on the run? How loyal customers, attract and retain Orell Fussli 2010, 208 pages, bound 26.90 euro / CHF 44.00 ISBN 978-3-280-05382-9