Pulse Legacy Archive November 2011 | Page 28

PHOTO © HEAVENLY SPA BY WESTIN

NURTURING
CUSTOMER
LOYALTY

Consumer expectations are at an all-time high. Now, more than ever,
people are stretching their dollar and expecting more return on their
BY SHELBY JONES
investment. With this new mentality, impeccable
service is not only an expectation but a non-negotiable demand.
According to a Customer Experience Impact Report by Harris
Interactive, 86 percent of consumers quit doing business with a
company because of a bad customer experience, up from 59 percent
four years ago.The rules have changed, and you need to make sure your
business has changed to accommodate the new consumer model.
Nurturing your loyal consumer base is essential to your business
success. A statistic from Lee Resource Inc. revealed that
91 percent of unhappy customers will not willingly do
business with your organization again. Loyalty sometimes gets overlooked as businesses are constantly
offering promotions and discounts to get new customers in the door. It’s imperative to give your loyal client
base some attention by thanking them for their business and
exceeding their expectations.

26 PULSE

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November 2011