Chapter 18
Building on Customer Loyalty and Longevity
IN THIS CHAPTER
Rewarding loyal customers for repeat sales
Surveying customers to find out what’s working and what’s not
Targeting offers to different tiers of customers
Transforming customers into brand advocates
When you have some customers under your belt, they can help you get more customers. After all, word of mouth is the most effective and affordable way to build brand recognition and grow sales. Everyone knows that, right? The million-dollar question is this: How do you spark the wildfire of word of mouth? In this chapter, I answer that question by presenting several techniques to energize your base.
In this chapter, you discover how to identify your best customers; keep track of them; and reward them in ways that encourage them to promote your brand to their friends, family members, and (via social media) complete strangers. I explain how to gain insight from existing customers into what you do well and where you can use some improvement. And I explain how to create a hierarchy of customers to optimize your success with ...
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