Glendora, Calif. — June 7, 2011 — Most companies state that their highest priority is satisfied customers. In truth, customer satisfaction is a poor indicator of retaining customers and increasing business. In today’s economy, a relentless focus on customer loyalty is far more productive and profitable.
In response, The Glowan Consulting Group has developed a 4D Customer Loyalty Program that intentionally creates loyal customers by focusing on their buying and utilization experience, not on the sales and support process.
Glowan experts note that customer satisfaction is a condition of loyalty but does not guarantee it. “60% to 80% of customers who defect to competitors said they were satisfied or very satisfied just prior to defection, said John Anderson, Principal of Glowan Consulting. Do companies really understand their customer’s buying and utilization experience? Does the sales and support process accommodate a customer or “pull” them through a process?
Gallup Organization Research notes that emotionally satisfied customers deliver a 23% premium in terms of share of wallet, profitability, revenue and relationship growth,” Anderson added.
According to Anderson, an “X-Factor” is required to develop emotionally satisfied customers. The day to day actions of a sales and service team and how they create value for customers is the key to building emotional bonds that drive customer loyalty. By understanding your customer’s cycle and aligning your organization in a supportive manner, you build Emotional Satisfaction as opposed to Rational Satisfaction.
Rationally satisfied customers believe they received the right product or service at an acceptable cost/value relationship but will quickly change providers if they believe they can receive equal or greater value from another provider. Glowan recommends the following tips:
Standardize Your Service/Selling Process
Establish a common service-selling language
Develop customer-centric behaviors
Build world-class attitudes and beliefs
Capture best practices and replicate them
Focus on Loyalty to Drive Growth
• Build Emotional Satisfaction, the X-Factor of Customer Loyalty
• Create Customer Value by improving Attitudes and Beliefs
• Develop Process Discipline in Service – Selling and Coaching
For more information on Glowan Consulting’s 4D program, contact e-mail protected from spam bots
The Glowan Consulting Group is in the business of transforming individuals and organizations utilizing its L3 leadership development and executive coaching activities. Our network of experienced business professionals are skilled not only in all facets of developing leaders and managers, but also in operating businesses and preparing organizations to gain competitive advantage in the rapidly changing global environment.
Glowan Consulting Group
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