Customer loyalty is a two way street. It’s not about how cheaply or how quickly you provide the service they’re looking for. It’s not how close you are to their homes and offices or how your product may be the greatest thing since sliced bread. The value they’re looking for is not in the item purchased but in the feeling they get by doing business with you. Maintaining the relationship is up to you – by showing how much you value them.
If you expect loyalty from your customers, you need to give them a reason to be loyal. You need to demonstrate your value – not in terms of what you sell, but rather by who you are, and how you make them feel. You don’t need to ‘buy’ them back and they don’t they expect a deal every time each time they see you.
What they need is comfort and security, knowing they made the right decision by choosing you over a better or cheaper or quicker competitor. You show your value when they know that regardless of whether or not they make a purchase, you have their best interests at heart.
Customer loyalty is won by those companies and businesses who choose people over product.