You Inspire My
Loyalty, Mon Cheri!
Correlating Customer
Service, Retail Value and
Customer Loyalty
By Robert Price |
"Marsha, please," said Lance, the retail sales associate. "Stay."
Marsha pushed her loyalty card across the counter. She dabbed tears from her eyes with a tissue.
"I can't," she said. Her bottom lip quivered. "I've found somebody else."
"What? Who?"
Marsha looked longingly at the window. "The pharmacy up the street. They — they do things for me that you can't. They care about me."
"But I care."
"Do you? What about last week? Remember the raincheck you wouldn't give me? And the week before that? You didn't even ask me if I needed help carrying my bags to the car." Marsha closed her purse and walked hurriedly toward the door.
"Marsha! Please! I can change!" Lance called from behind the register. But it was too late.
She was gone. |
| What drives customers to your store is a combination of the kind of service you provide, the prices you offer, the selection of products, and more. What inspires a customer to stay loyal to your store is rooted in how well you service the needs of each individual shopper. |
Most attempts to measure value will bring you back to customer loyalty. Why? Because loyal customers determine your value as a retailer, make the majority of purchases in your store and recommend your store to other potential patrons.
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