7Loyalty and Retention
Loyalty is the result of our marketing efforts. It’s an indicator of how successful we have been with our total marketing effort. We must never forget that loyalty is not the obligation of the customer. Rather, it’s the result of us providing such a continuous set of positive shopping experiences for the customer that she chooses to keep returning to do business with us.
—BRIAN WOOLFLoyalty Marketing—The Second Act
The first step in managing a loyalty-based business system is finding and acquiring the right customers: customers who will provide steady cash flows and a profitable return on the firm’s investment for years to come, customers whose loyalty can be won and kept. Loyalty-based companies should remember three ...
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