FR.JANFEB13.PG116.pdf
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How to|Customer loyalty
When you invest in a franchise, engaging with your customers will be core to the business
KEEPING CUSTOMERS LOYAL AND
ENGAGED C
hris Lowther, general manager of customer analytics and interaction at Pitney Bowes Software, says for any business, “current customers are not only your best chance to build long-term loyalty, but are also your greatest marketing asset. Building relationships and rewarding loyalty will give you a competitive edge and keep your customers positive about spending with you.” Long before the introduction of points cards or buyers’ clubs, small retail businesses learned that
Current customers are not only your best chance to build long term loyalty, but are also your greatest marketing asset 116| FRANCHISING JAN/FEB 2013
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there was no better way to ensure continued business than to reward regular customers with an offer or a little something extra from time to time. The thing that made this kind of loyalty marketing possible was the face-to-face buying experience. Seeing and speaking with customers on a regular basis made it easy to learn their preferences, gauge their interest in other products and know when the time was right for an offer or an upsell. Today, competition has increased and direct personal customer interaction has decreased. This also means that finding a replacement for direct feedback is one of the biggest challenges we face. It’s a reality that businesses have lost that direct opportunity to truly know their customers and what their preferences are.