In the seller’s mind, customer loyalty certainly exists. It is seen as the holy grail of revenue generation. The oh-so-desired “loyal customer” comes back again and again, spends more, and tells others about the positive experience. This special breed of customer generates more revenue at a lower cost-of-acquisition, and a lower cost of ongoing sales. What business owner or manager (or investor) wouldn’t want that?
In the buyer’s mind, it’s a completely different story. Interviewing thousands of customers for my clients has convinced me that buyers do not like to think of themselves as “loyal.” It’s a word they associate with servants and suckers - people who stick around because they have no choice, or because they don’t know any better. Customers cringe when a seller treats them or refers to them as if they were “loyal,” because they don’t think of themselves that way. Customers know they are the ones with the power in the buyer/seller relationship.
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