The Stages of Creating a Loyal Customer
A thoughtful and measured marketing and sales process can create customers that build your business.

The key is to help your customers develop from a prospective customer into a loyal customer.
Prospects: Now is the Opportunity to Create Genuine Interest

The first step in building a loyal customer is to assist prospective customers in finding information about the products or services your business provides.
Some great ways to encourage prospects to learn more about your company include:
Positive word of mouth campaigns that are driven person-to-person, via the Internet (blogs and Website) and through the media (via articles and news stories).
Interactive promotions or surveys for prospective and current customers.
Clear, concise and consistent messages that are disseminated in all marketing strategies.
Interactive marketing efforts, such as your Website, retailer site promotions and other cross-promotion activities.

First-Time Customers: The Goal is to Pass the Test; From One-Time Purchase to Long term Customer
Research on customer loyalty confirms the importance of a company’s reliability and the responsiveness to such of first-time customers. Companies must follow through with the first (test) sale thoroughly.

A few quick ways to improve the sales experience:
Monitor sales via customer service and sales management programs. It is necessary to collect and utilize the sales and marketing information from all sales.
Remember customers and what they like and dislike. Provide sales representatives with the necessary tools to collect information, which can then be used to develop relationships or information about each customer. Add effective customer relations marketing and management activities that make the connection with the “testers,” or first-time clients.
Get fresh new ideas from all employees—from the direct sales force to the shipping department. Always work to improve contact with customers, especially through those on the “front lines.”
Customers: Expanded Selling Techniques are Crucial
Now is the time for the use of a variety of sales techniques, including cross-selling. It is important to create a positive and productive selling experience.
The following are a few ideas to encourage cross-selling and expanded sales:
Reward customers during the purchasing process. For example, offer a gift with purchase or special item for purchases over a certain amount.
Educate customers about new or perhaps lesser-known features or items.
Encourage more profitable multiple sales through education.
Reward buyers who submit feedback throughout the sales process. Provide opportunities for customers to give feedback with your company.
Loyal Customers or Advocates: Ensure That Customers are Skillfully Heard
Loyal customers or advocates have a relationship with your sales or marketing representatives, and are considered consistent and committed to your product or service.
How can a company’s interactive action help with this goal?
Active listening and personal interaction deepens customer loyalty. So companies need to build an environment that consistently listens to customers and promotes personal communication with and between customers and company representatives.
Establish online communities or blogs that promote and encourage positive, helpful communications.

Use online surveys to encourage dialogue and gather feedback.
Advocate and provide a platform for customers to interact and communicate on an industry-wide level.

Encourage customer input on new products and ads that can assist in better products or service and more effective use of marketing resources.
Study your customers in each of the customer loyalty stages. What tools and techniques can help you convert a prospect into a loyal customer?
PodcastsListen to the Marketing Minute and Marketing on the Edge podcasts, written and produced by Marketing and Communication Strategies. In each episode, MCS will bring you sound advice on how to build customer relationships and strengthen your company’s identity.
About usMarketing and Communication Strategies, Inc. (MCS), provides strategic planning, marketing, advertising, Web site design and public relations services. MCS applies a creative consultative approach to make marketing simple, effective and affordable to all businesses.
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Prove Your ROI with Media Tracking

Are you keeping up on all of the media coverage that you garner on a regular basis? With the advent of the Information Superhighway, your company may be getting coverage and thus, return on investment, from sources you’re not even aware of. MCS has the latest in tools and technology to track your media coverage, and can provide reports and clip books on a quarterly, semi-annual or annual basis.

For the podcast of this article, download http://www.mcshome.com/podcasts/Loyalcustomers.mp3.

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