Creating Customer Loyalty: The Customer Loyalty Grid™
by: Brian Ward
What makes a loyal customer? One who speaks loudly and with fervor about your organization, telling others how you have made a real and positive difference in their lives? In a word...expectations.
But meeting or exceeding customer expectations is not as simple as it first appears. For a start, many of your customers or prospective customers are not sure what they should expect, and many will not tell you because they expect you to know...after all, you're the expert at what YOU do, and you can't expect the customer to know as much about that as you.