Cultivating love is the number one customer loyalty and retention strategy for any business. Tim Sanders said so in his first book, Love is the Killer App, and I said so in both of my books (and in all my speeches). We’re not making this up, you know, and, in fact, the L-Word is becoming more and more pervasive in the overall business discussion.
Case #1: Look at these articles in FastCompany (and note the title of the section–hint: it’s right after “2006 Customers First Awards”).
Case #2: Read Mike Sansone’s post about his love affair with Panera Bread.
Case #3: Think about this comment posted by Mark Fechner in another section of this site (under “Provide Proof”), which says, in part…
“I’ve [also] been using Love in my communications with clients and I’m starting to see the proof that this actually works. As an example, I’m flying to Las Vegas for a trade show and sent out a mass e-mail to invite previous trade show attendees to a company sponsored reception at the event. Would you believe that I’ve gotten nearly a 6% response to that e-mail? And that’s just one e-mail. I can’t wait to use the principles in both books for the face to face interaction that will happen during the show.”
Yep, love is in the air. And it’s becoming increasingly clear that your customers will either love you,
or they’ll leave you.
What are you doing about it?