Procter & Gamble taught me that it’s easier to sell more to people who are already using your brand than it is to convert them from a competitor. I still believe that theory. However, consumers are more demanding than ever and earning their loyalty gets more difficult every day.
The basics for loyalty used to be a good product or service, delivered reliably at a fair price with some advertising mixed in to remind consumers why they should choose your brand. Exceptional customer service and a good loyalty program could seal the deal by rewarding users with miles, cash back, special rewards or VIP treatment.
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