How to Create Customer Loyalty in Any Business

As I always say, if you dont have customers, you dont have a business. And turning those
customers or clients into raving fans that keep coming back is the key to having a successful
business. So, in that spirit, the CarolRoth.com contributor network of entrepreneurs and experts
have provided their best tips for creating customer loyalty in business. Their answers are
presented below in no particular order.
You may notice some similar insights, but I kept the concepts separate, as something in the way
one is framed may resonate differently with you.
1. Promptly Return Calls
When a customer or potential customer takes the time to contact your business via phone or email, a
prompt response (at least within 24 hours if not sooner) immediately creates trust and loyalty. Even if the
response is brief and notes that you are unable to respond in full until later, the customer will appreciate
knowing that you have received their message and intend to give it attention.
2. Hit a Home Run
Too many people miss opportunities to hit home runs. After doing business with someone, following up
every now and then with an actual thank you card and a box of chocolates in the mail is a massive home
run. We're in the game of trust points and emotional impacts. Loyalty is bred from home run human
connections. It's no secret that the humanization of business is happening right now. Anything human
wins. Real, solid, meaningful heart to heart stuff will always be king.
3. Relationships Matter
Relationships are important in business and are one of the best forms to create customer loyalty. Non-
promotional contact is helpful in remembering/recognizing clients. We send fun mail outs- hand written
cards with a coffee card to "take a break on us", a book they might enjoy, or a hand written note keeping
in touch. We offer a complimentary follow up program to help clients maintain success after our training
event. Building a relationship is the first step; maintaining it helps create loyalty.
4. There is No YOU in Customer
Understand that what you sell or provide is not what is important to your Prospect or Customer/Client.
What IS important to them is what you can do for them. What problem can you solve? What need can
you meet? What pain can you alleviate? What cost can you reduce? This is advice I give small business
owners in all my workshops and both my books and they thank me later for changing their viewpoint.
5. Speak Their Language
When you dig deeper into who your clients are, you'll get vital insights into their unique language. This is
huge. Certain words make your clients light up and others fall flat. Talk to leaders about order,
strategies, and productivity. Teachers speak of training, courses, and methods of study. Most
entrepreneurs speak their own language. If this matches their clients' terminology, everything flows, but
if the clients have a different mental framework, then a disconnect will hold you back.
Thanks to: Rosey Dow of The Prospect Profiler.



6. Superhero for Hire
I create customer loyalty by being a superhero. Many small business owners try doing it themselves to
save costs and find themselves in trouble. That's when I fly in like Superman and save them... for free.
"No need to thank me, ma'am/sir." It usually only takes a few minutes to fix the error, and I've shown
them by example, not by selling, the true value of hiring a professional. Yes, many times I never hear
from them again, but when I do, they are a customer for life.
Thanks to: David Rosenhaus of Dichotomy Design.



7. Become a Clipping Service
Go out of your way to do more than you need to do.

Do small things that will stick in your customers' minds. I find that links to articles of interest to my
clients work very well. Most of my clients are too busy to spend a lot of time on the internet. I always
pass along links to articles or books that may interest them. This positions me as someone who is in the
know.

This isn't hard to do -- just keep your best customers in mind as you surf the net or read business
publications.
Thanks to: Bud Bilanich of The Common Sense Guy.



8. Fail Them!
Okay, don't go out & fail your customers intentionally, but according to a study conducted by customer
experience company AboutFace, there is a brief window of opportunity following a service failure where
clients can recover their trust and actually leap from a state of disappointment to a state of loyalty. Take
that feedback and use it as an opportunity to improve your service offerings, showcase your ability to
listen to your clients & potentially turn a disgruntled client into a loyal one.
Thanks to: Bonnie Buol Ruszczyk of BBR Marketing.



9. Listen Up, Fool
Listen. Listen to your customers.

Don't make this more complicated than it needs to be. In an age of social engagement, all you need is a
Twitter account, a Facebook page, or a LinkedIn group- and an exec that cares enough to check in for a
minute every day to find out what people are saying.
Thanks to: Jason Seiden of Ajax Social Media.



10. Nourish Your Peeps
If you want to build a fan base of peeps that will follow you everywhere, the key is empathy. Like
everyone else, your customers want to be understood and know that your service or product meets their
needs. So, take the time to get to know the problems your customers are trying to solve and make sure
your marketing approach and in-person interactions speak to those. Once your peeps know that you
really 'get' them, they will be there for you and spread the word far and wide! Luv those peeps!
Thanks to: Cathleen O'Connor of The Balance Whisperer.



11. Make it Hard for Them to Go!
My one best tip for "Creating Customer Loyalty In Business" is build a genuine relationship with them
that will make it difficult for them to desire to go anywhere else for business. By showing the customer
that they come first, are sincerely valued and that they are being given loyalty, it should warrant a
mutual response. In my humble opinion, in a world where business is not always based on genuinely
caring and integrity, I believe that these qualities will separate one from all of the rest.
Thanks to: Kevin Benton of Kevin Benton Ministries.



12. Build a Brand Legend
To turn a customer into a brand evangelist, you must change how you think. Sales are the result of how
people perceive you, gained through marketing & experience. The story you tell must match the
experience people have with your firm. Everything you do must contribute to building a personality that
customers can rely on to be consistent & ethical in attitude, offering & execution. Its about building a
legend, an iconic brand that explains who you are, what you do, & why anyone should care.
Thanks to: Jerry Bader of MRPwebmedia.



13. Give Them More Than Expected
Deliver beyond that job quote and make fans for life! Free advice and helpful tips are one way to do this.
As a copywriter who helps businesses market themselves, I often guide clients to publicity opportunities I
hear about, which lets them know that I am thinking of them; offer a free service that is part of your
contract as an unexpected gift (don't charge for something they have contracted for); and refer them as
often as possible to others in your network when appropriate.
Thanks to: Caryn Starr-Gates of StarrGates Business Communications.



14. Give More, Charge Less
If you want your clients to come back again and again, do one simple thing; give your clients more than
they expect at a fee that is less than they expect. How do you do that? Take fewer assignments,
complete them more thoroughly and quickly than the competition, and stay in very close contact with
your client during an assignment by telling the client what you are doing, what progress you are making,
and what "G-2" you are picking up in the assignment that would be useful to the client.
Thanks to: Leonard Scott of Leonard Scott & Company.



15. Takes One to Know One
A customer's loyalty to your company, as well as your products or services, is directly proportional to the
loyalty you show them. The avenue called business is a two-way street. Show your customer that you
care about them personally and that you offer quality at a fair price; that is the foundation for a lasting
relationship. Take the time to understand the customer. What sets them apart? What do they value?
Why should they turn to you? If you can answer these questions, you become a hero!
Thanks to: Jerry Dollar of Jerry V. Dollar, Author & Blogger.



16. Under Promise, Over Deliver
People like to promise the world and then often have trouble meeting their commitments. Only promise
what you know you can deliver. There will be times life gets in your way. Personal, family, work, or tech
issues will all trip you up. You need to make sure you can deliver even when life interferes. Then, when
life is not tripping you up, you will be able to deliver more than what you promised. When you over
deliver, you will WOW your client. They will feel they are getting more bang for their buck.
Thanks to: Lauren MacEwen of SM Cubed.



17. Make and Keep Great Promises
Customers and clients love big bold promises that make their lives better and keep their costs down.
Don't be shy about upping your promise-making. Just do two things: 1) be sure that the promises you
make are relevant to your customers and 2) be sure to keep them--down to the last details. Kept
promises become your word of mouth and your brand. Make great promises and then make your
business best at what your customers want most.
Thanks to: Mike Wittenstein of Storyminers.



18. Only Ever Be Awesome!
How can your customers not love you if you're always awesome? Normal or average will not increase
loyalty or create fanatics. Consider this, the word "ordinary" = the Greek or Latin word "idiota" which
means ordinary or layman and is also the origin for idiot.

Just ask yourself before you deliver, "Is this awesome?" Your customers will take care of the rest.
Thanks to: Nathan Smoyer of Chatterbox Marketing.



19. valUed cUstomer Service
Customer service with a Capital "U" is important in our sleepwear on-line store. We correspond with our
customers, we deliver on time, we stand behind our products, we wrap our products like a gift, and we
do everything that can make our customers feel like they have had an excellent buying experience.

Our goal is for our customers to tell their friends and family about our great and helpful garments and
what a pleasure it was doing business with us!
Thanks to: Haralee Weintraub of Haralee.Com Sleepwear.



20. Make it PERSONAL!
Put that special touch on at the end of your business activities. Recognize businesses and their personnel
by name, allow them to be the first to take advantage of special offerings and discounts, recognize them
for contributing to your businesses' success and check to see if they are pleased with the
services/products you offer.
Thanks to: Sherell Edwards of The Christian Women's Leadership Ex.



21. Caring is the Secret
When it comes to building loyalty and converting clients into raving fans that sing your praises far and
wide, nothing is more powerful than consistently demonstrating that you care.

Care about the outcomes your clients have received from their purchase.

Care about the ongoing success your clients gain and offer to help them gain more every step of the way.

Care about special times in clients' lives. Show your appreciation in thoughtful, tangible ways.

Caring has power. Use it wisely.
Thanks to: Bill Gluth of Bill Gluth.com, Creative Thinking.



22. Go Above and Beyond
Go above and beyond of what is expected of you. The extra effort will pay off in the long run by not only
keeping the clients you have, but in the referrals they give you.

Most of my business was built on referrals. I very rarely go looking for new clients or consulting jobs.
People always find me through word of mouth and my "raving fans".

What I do is no different than any other PR agency out there, except that I give clients the extra attention
they need and deserve.
Thanks to: Jennifer Krosche of JYK Public Relations.



23. Make Them Feel Special
For my really good customers, I issue a special discount voucher using their name as the redemption
code. I also let them know that the code is exclusively for them, but they could reward deserving friends
or family with their code.
Thanks to: Bola Ajumobi of Slimy Bookworm.



24. It's the Little Things...
Everyone loves to be remembered and everyone loves a surprise gift.

I make a point to watch for items of interest specific to my clients' lives, and then I let them know what I
run across.

I have an exotic "grab bag" for in-person consultations. These items are always well chosen and of great
quality.

People remember kindnesses - and gifts - and they remember positive experiences. Everyone walks away
from me with a jaunt in their step that wasn't there before. I enjoy the view!
Thanks to: Sheila Van Houten of New Light Consulting Corporation.



25. Don't Get Careless
Treat your customer at all times as if it is your first contact with them, while at the same time welcoming
them "back into the fold".
Thanks to: Selwyn D. Goodwin of Selwyn.



26. Customers are People Too!
Show that you care more than your competition. Repeats spend 33% more than new ones. They leave
because they took a competitors better offer, which says We Care, or they felt like a number. Show
appreciation from a Thank You as they leave, to coupons, bonuses and outright gifts. Share knowledge
freely (to a point, if thats your biz). Surprise me! A hand written card is huge, so long as its authentic. If
you use a call center, empower your reps to solve the problem on the first call!
Thanks to: Heidi McCarthy of Toughest Customer.



27. Pro-active Customer Service
If there is an issue with a customer order, be pro-active and reach out to them before they reach out to
you. And, pro-actively communicate with them about the status once you have spoken with them or
corresponded with them. Having an attitude that you care is refreshing to customers who live in an age
of automated computer phone menus, outsourced call centers without the authority to solve many
problems, and customer service reps that often don't seem to care.
Thanks to: Paul Shrater of Minimus.biz.



28. The Domino's Effect
One of the best ways I have found in creating loyal customers is to be loyal to them. When Domino's said
they would deliver in 30 minutes or less or you got your money back years ago, they did everything they
could to deliver on their promise. It should be the same in our businesses. Do what you say you're going
to do, do more than your customers expect and if they are dissatisfied, rectify the situation and accept
responsibility. Then, do like Domino's again- ask if they are happy and repeat.
Thanks to: Karen Graves of Your Sales Fix.



29. Don't Lag with Lagniappes
A lagniappe is an unexpected gift. Giving them to your customers for no reason at all can turn fans into
fanatics, as far as loyalty is concerned. To illustrate: my business involves training. So, on occasion, I will
offer a half-day session at no charge to an existing client. The upside, of course, is that if they like the
freebie, they are likely to order the full-day course and pay the usual price.
Thanks to: Marlene Caroselli of CPD.



30. The Secret to Customer Loyalty
The number 1 secret to gaining customer loyalty is to stay in contact with customers once a month. This
can be done by email, a friendly card in the mail, a phone call, a gift, etc. People are loyal to businesses
they like and feel that the business cares about them. The best way to show that you care for your
customers is to stay in touch with them on a frequent basis and let them know that you care about them
and appreciate them. Do this and your customer loyalty will skyrocket.
Thanks to: Peter Geisheker of The Geisheker Group Marketing Firm.



31. Be the Best at What You Do
Creating customer loyalty boils down to two things. First, give them a level of personalized human
contact customer service that is unbeatable. But, just as important is offering a product or service that is
uniquely different from everyone else. Even if it costs more, it will be fine. What bottom line keeps people
coming back is that your product or service cannot be equaled by your competitors. As the saying goes,
"build a better mousetrap and the world will come beating to your door!"
Thanks to: Craig Wolfe of CelebriDucks.



32. Communicate!
Clear, factual & prompt communication establishes the foundation for a relationship of trust & value.
Each customer interaction should focus on the customer & their needs. Listening is often the most
important part of communication, and in the case of customer relationships, it conveys interest &
concern for the needs of your customer. Customer communication can require patience on the part of
your representative. With this in mind, select your customer service personnel with care.
Thanks to: Dale Little of Business Strategist, Dale Little.



33. Make an Impact That Matters
In today's recovering economy, organizations are mainly focused on key business issues such as
profitability, productivity, efficiency and competitiveness. The best way to keep clients coming back for
more is to demonstrate that your product or service had a significant, positive impact on one of these
areas. Use statistics and metrics to demonstrate your value and prove that your client's bottom line is
better off because of your business relationship.
Thanks to: Tony Popowski of Grass Roots Marketing, Inc.



34. Under-promise and Over-deliver
For those providing services, "serve" and serve well, delivering what was promised and more, by
extending your alacrity to clients. Loyal clients are the lifeblood of service businesses and connecting
with/to them in a personal way enhances loyalty. We work as least as much from person-to-person as
we do in business to business.

For those providing products, the same rules apply: keeping promises and delivering quality builds trust
and is paramount to building loyalty by virtue of trust!
Thanks to: W. Michael King of W. Michael King, Ph.D.



35. How to Attract Loyalty
Only offer products, services, books, advice or whatever that really makes life better.
Thanks to: Rod Quentin of QuentinPublications Ltd.



36. But I Have Promises to Keep...
Clients become raving fans when they know they can count on you, and they learn to count on you
through your CONSISTENCY. Consistency is crucial. It means always putting out your best product,
whether you write articles or create websites. It means keeping your commitments, staying on schedule
and within budget for every project - and never missing a deadline. It means communication and service
that they can rely on. Consistency is the key to success.
Thanks to: Shadra Bruce of Shadra L. Bruce, Writer and Editor.



37. Lemons to Lemonade
"Oops" happens. When it does, your employees will reveal your primary focus.

If "Profits First" is the company culture, they will make excuses, blame the customer, and delay resolution
until they have your permission to fix things, making your competition look good.

If they KNOW that customers are the first priority, then the decisions they make when the chips are down
will win loyalty in a way that may never have happened if the experience were without flaw.
Thanks to: Tony Barker of Tony Barker Music.com.



38. Learn Your Client's "Likes"
Take time to learn your client's "likes" and that client will keep coming back. Good personal customer
service means taking the time to speak with your clients to understand their needs. Call when a new item
is available. Adjust hours that work best for them. We know when the last time the client made a
purchase was, to remind them that it is a good time to make a new purchase. The personal touch results
in repeat visits and additional sales.
Thanks to: Mohan "Mike" Ramchandani of Mohan's Custom Tailors.



39. Know Their News
Set-up Google alerts for your top clients and prospects, so you are certain to stay abreast of the latest
happenings in their businesses & in their lives. It's a great way to learn about promotions, awards,
mergers, etc. But, it shouldn't stop with finding out the info. Use this information to send congratulatory
notes (hand-written ones work best) or small gifts, as appropriate. Clients & prospects love it...plus, it's a
lot of fun and helps solidify the relationship.
Thanks to: Kristin Andree of Andree Media & Consulting.



40. Loving Your Customers
The best way to keep your customers is to do what you say and a little bit more. Think of how many
times you have been disappointed this past week and you'll understand what I am saying. Be on time,
ask the right questions, compliment your customer, and think about how you could do it 1% better the
next time.
Thanks to: Gayle Carson of Living Regret Free.



41. Stay True to Your Word
My 'service motto' is under-promise, over-deliver - but to add to this, I would say remain true to your
word. I have made the mistake of under quoting on projects - but I do not make the customer pay for
that; it's a learning experience for me and building trust based on integrity that matters. Do what you
say you will and customers not only stay, but provide word of mouth sales for you too!
Thanks to: Kellie Auld of Simpy Communicating.



42. Increase the Customers Revenue
Make your clients some money. For my clients who own a business, I find them new customers or new
suppliers - and help them increase their revenue or bottom line. If you have retail customers who buy
large ticket items, but they don't own a business, then help them raise funds for a charity they support.
Or send out a press release on their charity's behalf. Clients & customers become extremely loyal when
you increase their cash flow.
Thanks to: Jerry Krull of Aristo Associates, Inc.



43. Engage Customer Loyalty!
Develop amazing loyalty with an informal Customer Advisory Board and host periodic events serving
simple food/beverage. Invite all of your customers or a random sampling. Use both pre-written questions
and directed discussions to gather their input (divide into small groups if needed) about your service,
products, what they like, what they would like to see you offer, test the waters for any new ideas you
have, etc. Reward attendees with a discount or freebie and make the event fun and casual!
Thanks to: Tina Nies of Be Happier Today.



44. Loyalty Needs TLC to Flourish
The cornerstone of customer loyalty is caring. Caring means how you treat a customer. If all you do is
respond to their inquiries or complaints, you will not build loyalty. You must actively demonstrate you
care about them and want them to be pleased. The best way to demonstrate that you care is to exceed
their expectations and to proactively stay in touch. Don't just meet their expectations. Stay in touch with
e-mails, birthday cards, and occasionally stopping in.
Thanks to: Robet Papes of Papes Consulting.



45. Make a Connection
1. At 1st meeting, I try to size up the preferences of my guests, remembering their name (first & last &
spouse if applicable),
2. Listen to them and take notes on what we discuss, so that I can show my genuine interest in them
later by mentioning or questioning them regarding our past discussions,
3. Keep my customer data base handy, so if a past guest calls, I can pull up their info and recall them and
their details. We all like being remembered. It's the same process we follow when making new friends.
Thanks to: Teri Blaschke of Hidden Valley RV Park.



46. The Golden Rule!
As my Mother always said, "Treat others as you would expect them to treat you". I always listened to my
Mom and learned early on that customer loyalty comes from the customer feeling that their business is
important. There are no big customers or small customers, rich customers or poor customers -- there are
only customers whom have entrusted me with their business and taken a leap of faith that I will work as
hard as I can to make sure they succeed.
Thanks to: Vicki Donlan of VickiDonlan.



47. Hand 'Em an Oar
As a bootstrapped, organically grown start-up creating mobile apps for small businesses and mobile
lifestyle guides for communities, I've learned that the best way to retain customers is to invite them in
the boat with you and hand them an oar. And then, make sure that they know how grateful we are. Our
clients have all forgiven the occasional error or some functions not being available yet, because we've
built a relationship, one client, one city at a time.
Thanks to: Lisa Abeyta of APPCityLife, Inc.



48. It's About the Client, Stupid
I once had two salesmen call on me; they were competitors. The first one asked me out to dinner,
promising to show me a really good time (ewww). The other one called before he came from a coffee
shop and asked me what kind of bagel I liked and how I preferred my coffee. The second one got the job.
His product was great, so I used his firm repeatedly. This guy sent me flowers for my Birthday. He made
me feel like an individual, not a sale. You are selling to people, not to companies.
Thanks to: Sally Franz of Geronto Communications.



49. Keep in Touch
Satisfied customers are easily swayed away by referrals, geography, and coupons. In order to create
loyal fans, you don't have to be the best, you have to be the the brand that your customer is thinking
about when they are ready to buy. Staying in touch keeps your customers thinking about you. Stay top-
of-mind by contacting them with invitations, interests, & introductions - rather than sales pitches. Send
hand-written note cards in the mail, because they will be shared, displayed and saved.
Thanks to: Angel Tuccy of Experience Pros.



50. Listen Effectively
When it comes to customer loyalty, combine effective communication with customers and effective
listening with professional networks and outside vendors. Solicit feedback to positively move forward in
business. Stay open-minded to service existing and new customer needs. For example, a number of
clients requested bedding to help with a bad back. I listened and created a package especially for them.
By servicing one client's needs, you can recognize that others often have similar needs.
Thanks to: Evan Saks of Create-A-Mattress.com.



51. Feed Them!
We have a parent who has come to our school for years and never said a word to me or his child's
instructors. Three years ago, we began Student Appreciation Day with live music, a clown, games,
giveaways, prizes and FOOD! I gave him and his family a hot dog lunch and he hasn't stopped talking to
any of us since. At least once a year, give the people who support your business a meal and a good time
as a way of thanking them for being a part of your business. It's fun, it feels right and it works.
Thanks to: Jim Josselyn of Academy of Music and Drama.



52. Loyalty Starts with YOU
Loyalty starts with you. By this, I mean stay true to your organization's voice in all that you do and make
sure that all customer interactions are true to your brand. Customers are loyal to people and products
they trust more than corporations. Show your customers that "you" care and interact with them in a way
that is true to your organization's culture. We make sure that our voice carries into every interaction.
Thanks to: Jody Coughlin of Chic CEO.



53. Let Them Eat Cake!
If you handle clients with this attitude, you can count on them running to someone else! Sure, dealing
with clients can be demanding and if you can sneak in a few extra bucks or skimp on a production, it
seems like this "extra" covers working for the "pain in the butt". But sooner or later, the client will pick up
on this attitude and be out the door! I always give "PITA" clients more than they expect - and they come
back wanting more. And they become easier to work with too!
Thanks to: Mark Alyn of Mark Alyn Communications, Inc.



54. Make Them Look Good!
To me, building raving fans in business is all about doing what you promise and making your clients look
good within their companies and to their clients each and every time you interact with them. By making
sure I understand what their objectives are and what the end goals need to be, I can manage the project
accordingly. So, when the project arrives on time, on budget & exceeds the goals of the organization,
your customer looks good and I can almost guarantee they will become a raving fan!
Thanks to: Ben Baker of CMYK Solutions Inc.



55. Client Loyalty in Business
Maintain your integrity... Keep your word and walk the talk!
Thanks to: Candace Reese of Envision Global.



56. Earn Trust
Earn trust. Customer loyalty is built upon trust. Your customer must feel that you delivered a product or
service with their best interest first, your sale second. Next, you must demonstrate that you truly care by
checking in as to how they are enjoying what you sold and if they care to share feedback. Should a
problem arise, be swift to correct it. All of the client needs, wants and deep down desires come first. Plus,
your attention to details will build great word of mouth and client loyalty.
Thanks to: Elinor Stutz of Smooth Sale, LLC.



57. Loyalty is the Key to Success
To have loyal and raving fans, a business must treat their customers as number one. They should also
respect their customers' time for appointments, which means little to no waiting time for anything,
unless you are very explicit upfront on this issue. If you make a customer feel that they are important to
the success of your business, they will usually share this information with others, either in person or on
Social Media. Respect is the key to having those raving fans that always come back.
Thanks to: Carol Coots of Medical Consulting From A to Z, LLC.



58. Creating Customer Loyalty
Be yourself & be entertaining. Use personality in your marketing & be outrageous. If that means dressing
as George Washington for a GW Day Sale, do it. Your competitors never will, but your customers will be
entertained and appreciate it.

Also, don't worry about turning some people off. You can't, nor should you try to be all things to all
people. If you aren't repelling some people, you're not being outrageous enough! Have fun and show
your customers that it's fun to do business with you!
Thanks to: Jay Estis of Massive Results Marketing.



59. Fill Their Needs, Not Yours!
Let the client tell you what he needs and then, fill that need. I once interviewed twenty restaurants and
caterers, clients of my PR client, a wholesale bread bakery, on how they liked working with this bakery.
Every one said they would use no one else because not only did they like the owner and staff personally,
but the products were also top quality and delicious, no order was too large, too small or too difficult,
and the bakery even delivered seven days a week.
Thanks to: Flo Selfman of Words la Mode.



60. Customer Loyalty for Life
Communication is more important than anything. Our clients get weekly updates that tell them about
our extensive work completed on their behalf. Within a month, our clients feel special and see firsthand
how much we do for them. Within three months, they know of no other company that does as much
work for them. Your customer should feel like they are the only customer. They don't want to know about
anyone else. Each Monday morning they are reminded of how special they are and never forget it!
Thanks to: William Michael of Vallarta Escapes.



61. Money Talks...
As a realtor, my best business comes from customer referrals. What has worked for me is the lure of
gifts. For the first referral, I give a lovely picture book of Vancouver, signed by the author. For the next
referral, it's a gift card to a favorite restaurant. From then on, the money flows-I send them checks. One
client is on his 4th referral to me in less than a year, so yes, money talks.
Thanks to: Colette Gerber of RE/MAX Select Properties.



62. Build Trust and Confidence
As it pertains to creating raving fans, there may be sexier pieces of advice but none as important.
Without trust in a person/organization and confidence in their products/services, little else matters...
Anything that can be done to build trust and confidence also creates lasting customer loyalty. Whether
it's a little thing like returning a phone call or email promptly or a big thing like making your client look
brilliant, you're always either building trust and confidence - or losing it.
Thanks to: Steve Curtin of Steve Curtin LLC.



63. Secret Social Media Trick
I love to give my high end clients and favorite customers a shout out on Facebook. They love the
recognition and always reciprocate. I have gotten several referrals this way.
Thanks to: Alicia Cramer of Wausau Hypnotherapy LLC.



64. Get Results!
In order for your clients to become raving fans, give them what they want/need. Get results for them and
they will refer. Don't be arrogant enough to believe that you deserve a referral. Be humble enough to put
your client first before your needs. Walk your Talk! Apologize for any slippage in customer service and let
that apology come from you - not someone on your staff. Be approachable! Connect! It's amazing what
happens with client loyalty when you listen to the needs/wants of your clients.
Thanks to: Sandra Richardson of The Richardson Group.



65. Solve Their Problem!
Always remember, your clients don't want to buy your product, they want you to solve their own
problem. If you can be the person who listens, understands, re-frames and solves their problem for them,
they will come back. If your product doesn't solve their problem, don't keep pushing; rather, recommend
another solution. That's the final test that shows them that when they come to you, they won't get any
product shoved down their throat and you really just want to help them solve their problem.
Thanks to: Eva Schiffer of Net-Map.



66. Honor Your Commitments
I always keep my word and do what I say I'll do.
Thanks to: Cliff Harwin of The Highly Sensitive Person Publish.



67. Under Promise - Over Deliver
Never promise more than you absolutely know you can deliver, and then do your utmost to deliver more
than you promised. Nothing in my experience has gotten more customer loyalty than customers getting
more than they were promised.
Thanks to: Don Lewis of RapidTech Prototypes.



68. Remember Me, PLEASE!
The power of a phone call: A recent phone call I made brought a client to say "Wow, I can't believe you
called (said 3 times!). People don't call any more just to talk, this is great, I rate a phone call." The power
of a gift: A business gift, like a funny pen or note paper, purchased from the clearance area of a big box
office supply store rates smiles, showing off, and may bring you a photo of clients that says "world's #1
Coach". Loyalty doesn't cost a lot. It's in the niceness of life.
Thanks to: Maria Marsala of Act Now Seminars.



69. WOOOOO
Loyal customers become fans when you wooo them with authentic service. Treat each interaction with
your customers like a first date. Impress, engage and electrify them. Keep the relationship new with
special offers, thank you's and discounts. Don't tell them they're special, show them they're special. ALL
THE TIME!!!!
Thanks to: Troy Campbell of TROYBOY INTERNATIONAL.



70. Go the Extra Mile
Always try and exceed your customer's expectations. If they can leave your site feeling that they have
truly gained something from visiting or purchasing from you, they simply won't be able to resist the
temptation to return.
Thanks to: Sarah Moore of Singapore Baby.



71. Keep 'Em Interested!
We need to keep our product in the public eye and using Facebook has been a good tool to help us do
that. One of the ways we use our FB group is to have contests where the prize is a copy of our book
and/or swag with our logo. Make each member who contributes feel special by sending them free gifts
such as bumper stickers. It's a small price and creates fan loyalty that has tremendous ripple effects. And
remember, give your customers the personal attention they deserve!
Thanks to: Glenda Standeven of Choosing to Smile Publications .



72. Be All That You Can Be
There are a lot of gimmicks for bringing customers backand I won't say that I haven't tried some of
them! But the bottom line is this: deliver what you say you will deliver when you say you will deliver it,
follow up, and ask for input... these are business basics that are still the best way to instill customer
loyalty. Be all that you can be in your business and they'll recognize it. It really is that simple.
Thanks to: Jeannette de Beauvoir of Customline Wordware.



73. Wow Them on Two Fronts
Build loyalty? That's easy: Wow them on two fronts. If you provide either a product or service that does
more and costs less than the customer had hoped--AND provide a customer experience that exceeds
expectations, you've just created a fan.
Thanks to: Shel Horowitz of Green And Profitable.



74. Trust Years to Earn
It's amazing how most everything has become so non-personal. How do you develop trust in this digital
age? Many seem to follow the advice of giving something away for free, which makes you an "expert" or
"authority". Customer loyalty will always be grounded in delivering a solution to a very specific customer
challenge. This can be done by listening!
Thanks to: Jerry Pollio of Franchise Futures.



75. Write it Out!
My number 1 tip to create customer loyalty is to send hand written "Thank You" cards after large orders
or important meetings.
Thanks to: Audrey McLaughlin, RN of NTX Medical.



76. Repeat Customers Key 2 Success
The great wealth of America has been built on the strong lifetime value of customer bases. Business is
based on repeat usage. Only in the last few years have CEOs really come to grips with lifetime value
metrics and an understanding that not all customers are created equal. This is still a huge challenge for
large retailers and mass marketers. Understand your customer base/demographics and create programs
that target those unique audiences, such as private sales and special events to unique groups.
Thanks to: Mike Bisceglia of Stauer.com.



77. Get Them to Tell Stories
Satisfying a customer isn't enough; you need to delight them as often as you can--to do something that
gets them telling stories about you. You can sell a beautiful gown and they'll be happy, but if you call to
see how the event went, they'll talk about you. You can have your clients sign perfectly prepared papers
and they'll be satisfied, but if you bring a coloring book and crayons for Tommy to "sign" while they're
signing, they'll talk about you. Don't just satisfy them--delight them.
Thanks to: Sandy Schussel of Sandy Schussel, LLC.



78. Send a Thank You Note
Saying thank you to your customers goes a long way in building customer loyalty. Saying it is nice,
sending a personal thank you note is even better. It means a lot to people in this age of emails and social
media to get a piece of mail with a stamp on it saying I appreciate your business. Go that extra mile and
send a personal handwritten thank you note.
Thanks to: Eula M. Young, COO of Griot's Roll Film Production.



79. Acknowledge Achievements
I like the printed and mailed newsletter featuring several customers and milestones in their personal
lives, such as a new house, a baby in the family, a graduation, a military rank advancement, a
grandchild's sports or academic achievement, etc. People like to read about themselves and their
families, and they will share your newsletter with many others. Acknowledging other business owners
and giving them a good plug is also valuable. If it fits your demographics, I recommend newsletters.
Thanks to: Tom Hemphill of Hemphill Iron Works.



80. Show Some Appreciation
A customer appreciation program is the most unique way to keep customers loyal and create a strong
word of mouth buzz at the same time.

Send clients a personalized chocolate bar, wrapped in branded gift wrap and ship it to them in a box with
a customized thank you note card inside.

A little appreciation can go such a long way. Not only will you retain the customers that you send your
appreciation package to, but you will most likely gain new ones from simple word of mouth.
Thanks to: Chris Wise of Customer Rave.



81. Breaking Up is Not an Option!
The best ways to create customer loyalty:
1. RESPECT: Acknowledge your respect for the client's needs and the efforts they put into the work they
are doing.
2. LISTEN, OBSERVE: Ask open-ended questions and then stop, watch and listen to the client's responses.
Reflect back to them what you think you heard them say.
3. VALUE: Offer discounts for pre-paid services and referral incentives.
Thanks to: Denise Levine of Outside In Organizer & Makeovers.



82. A Customer is Family
The best way to keep our customers coming back is outstanding customer service. We involve our
customers in every step of the buying process, ensuring it is their decision and not our push that gives
them the opportunity to buy our products. We treat each client as a family member and familiarize
ourselves with every aspect of their business needs, in order to give them the best possible solution. It
isn't about turning a dollar today; it's about keeping a customer for life.
Thanks to: Junior Sanchez of RIFT SUCCESS Job Board.



83. Earn it!
Loyalty is earned. Here are 5 simple steps:
1) Ask - Probe for questions before the sale; meet the real need!
2) Follow Through - Build trust by over-delivering...on time!
3) Follow Up - Check back after the sale. Get feedback on your performance!
4) Build Relationships - Use newsletters, blogs, workshops, and even simple things like birthday cards to
establish you firmly in hearts and minds!
5) Provide more excellent service than anyone else!
EARN loyalty and become the "Go-To" choice!
Thanks to: Dr. Tom Taylor of Victory For Leaders.



84. Owner Escort
Have the owner or manager offer a tour of their restaurant or shop and always bring their purchases to
their car.
Thanks to: Rick Canale of Exotic Flowers.



85. Keep on Selling
If you fail to continue to SELL to your customers, they'll fail to continue to BE your customers. The best
way to make yourself invaluable to customers is to keep selling to them. Of course, it must be in their
own best interest, but odds are you need to make more offers to them, not less. You should be looking to
solve customers' problems consistently. Only when you're regularly helping them will they truly value
their relationship with you. The more you sell, the happier they'll be with you.
Thanks to: Jim Ackerman of Ascend Marketing, Inc.



86. Feel Their Pain
When customers complain, feel their pain. Ask for more information and let them vent. Then turn their
pain into pleasure. Become the hero who solves problems and you create extreme loyalty. Customers will
sing your praises and send you referral business. Don't make customers jump through hoops to get
problems managed. Reform your system so that issues get resolved with ease. Be passionate about
getting problems handled in the most painless way possible, even if it means managing it yourself.
Thanks to: Marilyn Suttle & Lori Jo Vest of Suttle Enterprises LLC.



87. Celebrate & Stay in Touch
The best way I've found to create customer loyalty is to acknowledge and celebrate your customer
personally. As a professional organizer and coach, I send personal greeting cards to my organizing clients
to say "good job", "thanks" or "hi". I include before/after pix of client space for space organizing clients
and send gift cards as a way of saying thanks for referrals. Clients love a real card in the mail. As a
distributor, it's a biz write-off.
Thanks to: Cena Block of Sane Spaces.



88. Personality Perks Perhaps?
The key to happy customers that keep coming back (and sending you all their friends) lies within their
personality type! If you can quickly read their personality, you will know exactly what they need from you
to both create a great first impression and keep them loyal! For example, those "Dominant" types want
you to be brief, be brilliant, and be gone!
Thanks to: Angel Tucker of Personality Profiles LLC.



89. Facilitate Problem Solving
Your customers come to you because you or your products solve some type of problem or create an
opportunity. Take it one step further; don't stop at just your product as a solution. Become a master at
facilitating questions and conversations. Get others to think by asking them action oriented thinking
questions: "How might you approach a problem such as this?" "How might you go about changing that?"

By working with customers in this way you do something no one else does! Priceless Value!
Thanks to: Harlan Goerger of H. Goerger & Associates dba AskHG.



90. Wish 'Em Happy Birthday!
One great way to increase or retain customer loyalty is finding a mechanism to collect your customers'
birthdays and then send an actual greeting card via snail mail. If your budget allows, you can also send
them some other trinket such as a cap, pen or mouse-pad with your company's name and logo inscribed
on the trinket (of course). Most people are happy to share their actual birth month and day, though
some will frown from revealing their birth year.
Thanks to: Carmin Wharton of e-BlackWomenNetwork.com.



91. Keeping Customers Loyal
Customer service starts with positive employer/employee relations, but it doesn't necessarily end there.
Provide quality service by going above and beyond what is expected. Example: the produce clerk who
checks the shipment in the back to obtain the freshest product for the customer. Even so, mistakes
sometimes happen, so create customer loyalty by apologizing and do service recovery by giving the
individual something of value for the inconvenience.
Thanks to: Eden Rosen of Freelance Author, Speaker, Advocate.



92. Empathy = Loyalty
Caring about your clients/customers is the way to go.

I work with a lot of small businesses. In order to build customer loyalty within my own firm, we not only
work very hard to help them grow their business through marketing, but also we actually refer business
to them personally.

This produces intense loyalty because our clients know that we really do care about the growth of their
business and we're willing to refer our own friends/family/network to them.
Thanks to: Tim Bickers of Candeo Marketing.



93. When in Doubt, Offer Value
Start off with a great service and be willing to walk a few extra miles. Devise special offers just for
clients. With the next invoice, send along a special discount voucher. Take a look at what your
competitors are doing to please clients and do more. Offer an incentive for making customer referrals if
they are pleased with your service. This is easy to do today with tools like Referral Key where you can
establish a dollar amount.
Thanks to: Jackie O'Neal of ONeal Media Group.



94. Give 'Em What They Want
Honesty. Real, true honesty. I can't stress that enough. With everything that has happened as a result of
the economic meltdown, consumers have lost their faith and trust in the business world. Show your
customers that they can actually trust you. Be transparent. Be ethical. Be exactly what it is they think the
world is lacking.
Thanks to: Mike Saxton of Science Fiction Author.



95. Be Sure to Pardon the Turkey
We have a longstanding tradition of "pardoning the turkey." On every major holiday, we go out of our
way to help customers because we know that it's an easy way to achieve instant delight. Leave the
Thanksgiving football game for 5 minutes, answer a customer question, and enjoy the raving fandom for
the next 10 years. It also puts a big smile on your face for the rest of the holiday celebration!
Thanks to: Rosemary ONeill of Social Strata.



96. Always Tell the Truth!!!
Keeping Customer Loyalty is a fine line in Business. It always has been. Nowadays, it's even more
important. There are so many lies about everything going around the planet. Do not be one who is in
that group.

Customers can tell when someone is lying. Most of the time, they will let you know and they will tell
everyone. Keeping your customers and getting referrals is the key to a great business.

Mark Twain said, "When you tell the truth, you do not have anything to remember."
Thanks to: Kathy Wensel.



97. Give More Than They Expect
My one tip is to over-service your clients from time to time. You can't do this all of the time or you set an
expectation of giving away freebies and there is no added-value.

But at least once every 12 months, I give my clients something extra; I'm not talking gifts here, I'm
talking about giving some of my valuable services to them at no charge.

However, I also set the tone by sending them a $0 invoice which shows the value of what they received.
This way they can appreciate my service.
Thanks to: Curtis Chappell of Quantum SEO Solutions.



98. Dazzle Your Customer
Dazzle your customer with "blow them away" service. I called the AC repair service at 9:30 p.m. The
repairman came at midnight and climbed into our attic. He did not charge me after I had been told by
recording twice to be ready to pay. "The guy who services your unit on a routine schedule should have
caught this." The next day, they repaired and painted the entire family room and kitchen ceilings. There
were no charges. Talk about great customer service.
Thanks to: Mitch Carnell of SPWC.



99. Thirsty Beer Drinkers Buy Beer
Segment your market. Aim for a narrower range of customers. LexisNexis = law books, Divorce Store =
discount divorces, T.J.Maxx = designer bargains. Already have a large customer base? Get them to self-
declare their passions in a survey (with a valuable prize). Feed the hunger they already have. Green
customers? Plant a tree for each purchase or donate 5% of that customer's sales to Greenpeace. Political
activists? Donate to a PAC. New parents? Offer biodegradable diapers. Pocket the profits!
Thanks to: Stafford "Doc" Williamson of Williamson Information Technologies.



100. Honesty is the Best Policy
Be honest through both the good and the bad -- and make sure that you under-promise, over-deliver and
establish a real relationship with your clients.
Thanks to: Randy Savicky of Strategy+Communications.



101. Send a Newsletter!
Hands down the best way to build client loyalty is by getting your clients to know, like and trust you
more. The most effective way to do that is through a PRINTED (not emailed) newsletter mailed to them
each month. Among other things, your newsletter should contain these two very critical elements a
story from you that allows them to get to know you better and a bit (not a lot) of helpful advice to prove
your expert status. Beyond those elements, it should be fun and light reading.
Thanks to: Kathy Jiamboi of Creativedge Marketing.



102. Treat 'Em Like Your Grandma!
If we treated all of our customers the way we would want our eighty-six year old Grandma to be treated,
our customers would love us.

Be patient.
Be kind.
Be interested.
Be a good listener.
Go above and beyond.
Thanks to: Randi Busse of Workforce Development Group, Inc.



103. Be a Rockstar
Looking for loyal fans to fawn over your business? Become a rockstar--of service, that is. The Joe may
taste about the same in two shops, but if one has a friendly barista who starts my day with cheery
conversation, I'll be back for a refill. And the dry cleaner that hems a cocktail dress in just one day instead
of a week-- and then asks how the party was-- has won my heart. Unexpectedly delighting your
customers starts with the little things you didn't have to do. Rock on!
Thanks to: Sherrie A. Madia, Ph.D. of Author, Serialpreneurship.



104. Leave Them Laughing
If they always have a good time being with you (it's not about being business all the time), on a real life
person to person basis, so that they relate to you as no different than they are, with all of the same kinds
of things that we all go through, you will develop a kinship. They will WANT to spend time with you and
coming back to you all the time to do business will be their excuse to do so.

Get them to know you as a person and you to know them as a person - you will bond.
Thanks to: Harris Glasser of Serving The People Press LLC.



105. Be Helpful, Smile, Say Thanks!
When I am doing a delivery for a client, I try to follow their directions exactly, to unload the item, and
place it exactly where they want it.
I remember to smile and to compliment them on their new house, their back yard or the view that they
have!
And I always tell them how much I appreciate their business! They really do tell their friends, because I
get calls beginning, "so-and-so told me about you."
Thanks to: Gary Christensen of Christensen's Delivery Service.



106. Creating by Connecting
Act as an honest broker between clients wanting to sell out of need and those wanting to buy real
bargains. In these tough economic times, cash flow can be a problem and having cash can present great
opportunities. Your clients will appreciate your help on both ends. We have done this for years for clients.
We act with honesty and confidentiality. While we never charge our clients, we have built loyal
customers and gained new ones.
Thanks to: Beverly Solomon of musee-solomon.



107. Be Helpful
Go out of your way to start conversations with potential customers. Answering comments and emails
goes without saying. But seek out conversations through social media and Q&A sites. Be helpful in
answering peoples' questions and solving their problems.
Thanks to: Eugene Farber of BUZZergy Marketing.



108. Listen! Reward!
Make sure you listen to your customer often & act on it as much as possible; more importantly, tell them
about the changes & improvements you made based on their complaints & compliments. Also, when you
see a repeat customer, do acknowledge and reward that repeat business to turn them into raving loyals.
109. Power Up!
The Conference Board says 55% of Americans hate their jobs. 8 of 10 customers stop buying at a
company because of rude, discourteous employees. Engage employees and increase customer loyalty
through daily 15 minute Power Huddles. Praise, award, train, encourage and share. Have fun, be creative
and enthusiastic. Employees will fire up and serve customers better. Research shows that a 5 point
improvement in employee attitude leads to 1.3% gains in customer loyalty and a .5% lift in sales growth.