atisfjlng customers has been a attracting new customers, they long-time goal of organizaoften failed to offer their current tional leaders, and the subject of loyal customers equal or better countless books, speeches, and treatment than the new customers. seminars. Every company that In many cases, the only way a cusserves customers has sought the tomer could get the âintroductoryâ magic formula,but the answer has benefits would be to switch services been elusive. A big part of the to a new supplier. Hotels, banks, solution resides with long &stance carriemployees. Our reers, and many other search with major service organizacorporations has tions proceeded to provided some new alienate their most insights on how loyal clients. Today, employees with onleaders who want to going customer implement a wincontact can influning customer reMarshall Goldsmith ( r ) , ence the satisfaction tention strategy will AIyssa Freas, Howard Morgan of customers. create a culture that consistently seeks feedback from To understand the dynamics of regular customers and quickly recustomer satisfaction and loyalsponds to identifed needs. ty, consider these well-founded principles: Retaining long-time customers leads to greater revenue per customet: When Attracting new customers is signif;customers begin working with a cantly more expensive
Leader to Leader – Wiley
Published: Dec 1, 1997
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