Of the attributes of a business brand, consistency of customer experience is top of the list. Consistency creates customer loyalty. A loyal customer is a repeat customer. Typically, repeat business is a lower cost opportunity to higher profit margins than new business. Therefore, customer retention should be a preferred business priority. But, people and businesses operations are imperfect. Mistakes happen. When a loyal customer is disappointed, how a business responds is an opportunity to strengthen the companies’ brand.
About the Author
Richard Wilberg is a creativity coach, musician, photographer, and former business leader who lives in Madison, Wisconsin.