Loyalty

Building customer loyalty is no easy task in today's highly competitive business world where consumers will change brands or products to save even a few pennies. Businesses from mom and pop operations to multi-national conglomerates are routinely looking for new and unique ways not only to recruit customers, but to turn them into loyal, repeat shoppers who also spread the word. As numerous studies have shown, it's much more cost-effective to keep existing customers than to find new ones.

Out of the American West came a term that has changed meaning from its use by the vaqueros herding cattle 100 years ago, to that of today's slick marketers of products and services. That word (or buzzword) is branding. In a world of instant communication, in which images whirl by us daily through multiple media, branding is crucial to success for both individuals and corporations.

Satisfying your customers is a misguided effort. Creating loyal customers should be your only goal. Loyal customers spread positive word of mouth for you: they come back frequently and they spend more on each visit. Plus, they're more likely to resist offers from your competition and they're usually easier to serve.

National marketing efforts on behalf of franchisees have always been one of the benefits of operating within a franchise system. Generally, you sign on, open a store, and you get brand support and marketing from the franchise system. That’s a great advantage, but some multi-unit operators like to take matters a step further... or even several steps further by taking local marketing into their own hands. There are many unique and creative ways for multi-unit operators to approach local marketing. Done right, it’s much more creative and involved than direct mail or coupons, and the results can be taken to the bank. Here are a few twists and tips we uncovered.

The legend is familiar: In 1950, Bill Rosenberg opens the first Dunkin' Donuts store in Quincy, Mass. In 1955, he licenses the first franchise. In 1960, his dream of franchisors and franchisees working together is realized in the founding of the International Franchise Association. In the coming years he would become involved in philanthropy and be called the "father of franchising as we know it today" by Nation's Restaurant News

So many companies today train their employees to "duplicate" the customer experience, to treat every person who walks through the door exactly the same way. I have seen too many companies fail using this strategy. Forget about what is easier to train your employees to do: not every customer wants the same experience.

Customer satisfaction data must correlate to comp sales growth. Otherwise, there is no reason to worry about providing great service--if there is no positive financial result from that effort. Without financial linkage to business results, there is no external validity to the customer satisfaction measurements and you are probably measuring "satisfaction"incorrectly. Let's look at a proven method of measuring your customer's experience that gives you clear financial linkage to comp sales growth.