For better for worse: Creating customer loyalty
Getting customers to buy into your brand is always going to be a challenge but how do you make sure they return? Verity Gough argues that creating customer loyalty is down to good, old-fashioned common sense.
Competition for customers has never been fiercer and as the battle to attract and retain consumers hots up, small businesses can steal a march on their larger rivals by fine tuning their own customer services. But when it comes to nurturing brand loyalty, where do you begin?
The Wow factor
"Blow them away with legendary, remarkable service," enthuses Robert Craven, managing director of business consultancy The Directors' Centre. He believes that going the extra mile is the key to keep them coming back for more.
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