That’s What Friends Do: Thoughts on Customer Loyalty

By Jim Cathcart

There seems to be a prevailing mindset regarding customer loyalty: supposedly, it is something to seek. Sounds logical, but I disagree with that point of view. 

We can never control whether customers are loyal to us – or for how long they will be loyal. But we can control how loyal we are to them! 

If the entire business community were to reverse its polarity on this issue, I think we’d see a revolution in customer relations. 

How Do You Really Treat Customer?

Imagine, for a moment, how you’d feel if every business you dealt with suddenly became committed to finding ways to be loyal to you. As your provider, if they were to constantly seek new and better ways to show you how much they valued your business, don’t you think you’d be more likely to do business with them again? 

Many years ago, in Tulsa, OK, my local McDonald’s manager, Marilyn – whose nickname was “Grandma” – took the time to remember my name and my most frequent order, an Egg McMuffin® and coffee. When I came into the restaurant on about my fourth visit, she said, “Good morning, Mr. Cathcart! Will you be having your usual order?” I was stunned on both counts: the use of my name and the recollection of my orders. This went on for weeks and I abandoned other breakfast places in favor of the pleasant experience of seeing “Grandma” yet again. She made me feel welcomed and valued. 

One day, there were two empty buses in the parking lot. I almost opted for a different restaurant, but, upon recalling how “Grandma” made me feel, I fought the crowd anyway. When I entered the restaurant and found the shortest queue, I heard her call out my name! She said, “Mr. Cathcart, your breakfast is ready.” I went to the front of the line, where she did, indeed, have my egg sandwich and coffee. She winked at me and said, “It’s on the house!” 

How to Really Make an Impression on Customers

A free breakfast for me while 100 others waited in line? Wow! But she didn’t short-change any of them. They got their orders efficiently. But the 15 seconds she spent setting aside an order for me sure made an impression. Years later, when I reflected on my time there, it occurred to me that I had become a loyal customer to her for the entire six years I was in Tulsa. Six years of customer business from spending one free breakfast and less than a minute of time and effort! I’d say that is a great ROI, wouldn’t you? 

What are some ways you could offer more to customers without incurring any notable expense or time loss? There are probably dozens of ways you and your team could enhance your customers’ experience when dealing with you or using your products. Take some time really soon to identify how you might “Up-Serve” your customers on a more regular basis. It may be by adding a personal note or comment, making just one extra direct phone call, including a tip or tool in the next package you send out, or just being a better, more caring listener. There are people in your current customer base who would eagerly give you all their business and their continuing loyalty…if they were sure you were already committed to being loyal to them. 

Give customer loyalty today! Your customers are (and should be) your business friends. 

Jim Cathcart is a long-time contributor to Selling Power and one of the world’s leading professional speakers. He is the original author of Relationship Selling plus 17 other books. Cathcart.com helps organizations increase sales engagement and self-motivation. Contact him at info@cathcart.com.

About Lisa

Editorial Director at SellingPower.com.
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