Loyalty for marketers is the Holy Grail. Problem is, how do you make money from it? In an attempt to find a way, I researched and developed a Model that can help drive your strategy.
The Brand Alignment Model came out of an in-depth research project on customer loyalty. In discussing the Model with senior executives in a range of companies, it became very clear that building customer loyalty was a key value driver in all their businesses. And not just loyalty per se - the important thing is to manage the relationship to best meet the needs of the customer and the company.
As one of them said, “it’s 5 years before they are going to make another purchase, which is good and bad. We’ve got 5 years to move them up the pyramid; but we’ve also got plenty of opportunity to stuff it up. That means we have to keep in touch with them and try to keep them satisfied and try to involve them more.”
We have published the results of the study, together with insights gleaned from seasoned marketers, plus an outline of how to work with the Model, in a book entitled Customer Savvy. The book is the first title in our Business Bites series which aims to present mission critical information in a concise actionable format. Copies are available for $19.95 from www.tenderlink.com/notification (click the Workshop button).
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