{{B}}Increasing Customer Loyalty{{/B}}
Customers are not revolutionaries. They are attracted to the certainty of knowing that
what they buy it will be good value for money or will perform a particular task effectively.
34．They are cautious but their loyalty, without once achieved, is the key to business success.
35．Brands can help to create customer loyalty by providing them a signpost to certainty and
36．safety. Ideally, when a customer sees a product, it leads to a range of positive thoughts
37．so that the product is bought. Unluckily, only a small number of products have
38．reached to this level. While everyone in business is aware of the need to attract and
39．retain customers, that they often overlook the second, more important, half of the
40．equation. In the excitement of beating against the competition and securing orders,
41．managers often cannot ensure that the customer remains a customer. It has been
42．estimated that since the average company loses between 10% and 30% of its customers
43．every year and this only recently have organisations started to wake up to these lost
44．opportunities and to calculate the financial implications. Established customers often buy
45．lot more and, and in addition, they may also provide free word-of-mouth advertising.