Keep Them Coming Back for More: How to Gain and Keep Customer Loyalty

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How often do you go to the store and pass on new products because you always only buy one particular brand? Or, do you only drive one make of car because that’s the only type of car your father ever drove? Chances are, this is not the case with you. You’re more likely to base your decisions on need or cost rather than brand. Realize that you’re not alone. Today’s consumers are becoming increasingly less loyal to brands.

How often do you go to the store and pass on new products because you always only buy one particular brand? Or, do you only drive one make of car because that’s the only type of car your father ever drove? Chances are, this is not the case with you. You’re more likely to base your decisions on need or cost rather than brand. Realize that you’re not alone. Today’s consumers are becoming increasingly less loyal to brands.

So if your company has a particular product or service, how can you gain some of that customer loyalty back? Strategic marketing consultant Dennis Flynn helps business leaders identify the branding challenges of tomorrow and shows them how to leave a lasting impression and stay in the game. In his book, Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change (Cameo Publications, $17.95, ISBN 0-9744149-5-6), Flynn offers “the ten rules of continuous relevance,” which will help business leaders make the necessary changes to move their brands to the top of the pile and gain customer loyalty.

According to Flynn, to gain and keep customer loyalty, you need to “think outside the brand.” You can do this by focusing on customers’ needs and then delivering what they want. Flynn has helped many major companies become leaders in their industry by utilizing the Sonar® Model, a template for strategic thinking. It enables companies to 1) evaluate and reconfigure assets for more powerful business outcomes; 2) develop new perspectives on existing and upcoming alliance opportunities; 3) create increased leverage of brand options for competitive advantage; and 4) create a process for evaluating and identifying technologies that are and will be critical in achieving competitive advantage.

To gain top of mind relevance and to keep customers coming back, plan your strategy of how you can make your business or product stand out from the competition. You will be able to create a lasting impression that will keep them coming back to you for more.

Dennis Flynn is a consultant and founder of The Sonar Group, a strategic consulting firm. The Sonar Group is dedicated to helping CEOs and their leadership teams refine, revitalize, and refocus their organizations by concentrating on business and brand modeling and strategy to successfully compete for the future.

For more information, a review copy of Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change, or an interview with the author, please call 866-372-2636 or send an email to Amy@cameopublications.com.

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Amy Rigard
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