Monday, October 15, 2012

Account Retention - Part 3

Satisfied vs. Loyal

Most customers fall in the satisfied category. One study estimated 80% of all customers are in this range. Satisfied customers like you, but not enough to pay a higher price for your work. Usually, they don't have  strong sense of what sets you apart from the competition, and often they're buying out of habit.

The best customers are loyal customers and the best advertising for your company is their word-of-mouth. Loyal customers fit this profile.
  • They make regular repeat purchases and pay a premium for your services
  • They purchase all offerings that apply to them
  • They refer others
  • They are immune to the pull of competition
  • They tolerate an occasional lapse in quality or service without defecting

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