If someone was asking what a marketer’s most important goal is, how would be the answer? There is a pretty high likelihood that you answered lead generation,
and yes, lead generation is extremely important. But what about the clients you already have?
I get it. It’s so easy to fixate on capturing new business. After all, most marketing budgets and resources are spent moving leads through the funnel.
But as enticing as new sales are, they shouldn’t distract us from working to keep existing customers as well. Boosting customer retention by just 5% can actually increase your rev...
I recently wrote a post on the truth about customer loyalty.
That truth, which I stumbled across in an excellent article by A.G. Lafley and
Roger L. Martin, is that customers aren’t exhibiting loyal behavior when they buy the same products over and over. People return to a product because
the buying process is simple and automatic, and they haven’t encountered a reason not to purchase it.
In short, it’s good experiences that keep customers “loyal” and bad ones that push them away.
What you say about your product or service matters, but not more than the experience it delivers. O...
I thought I did, but then I read something that made me realize I don’t know the truth about customer loyalty. Or I don’t have a mindful understanding
of it, even though my subconscious does (and yours does surely too); which is funny, because the truth about customer loyalty has a lot to do with
Let me explain.
The “something” I read is an article by A.G. Lafley and Roger L. Martin called
Customer Loyalty Is Overrated . The following excerpt is the culprit of my aha! moment on the truth about customer loyalty:
Research into the workings of the human brain ...