Four Rules of Building Customer Loyalty

By Brian Tracy, professional speaker, best-selling author and success expert

If sales are the engine that drives your business, then good customer service and building a high level of customer satisfaction is the fuel. Your ability to satisfy your customers to gain customer loyalty is the critical determinant of your success in driving sales and growing your business.

There are four levels of customer satisfaction, all based on the degree to which you meet customer expectations. The higher the level you achieve, the more success you will have and the more you will build customer loyalty.

Rule #1: Build Customer Satisfaction by Meeting Their Expectations
The minimum requirement to simply stay in business—to survive—is to meet the expectations of your customers. At this level, your customers have no complaints. They are satisfied for the moment but at this point, customer loyalty doesn’t exist. If a competitor demonstrates that it can and will do more than merely meet their expectations, your customer will very quickly become ex-customers. Moreover, if you fail to meet their expectations, perhaps only one time, they will leave and give their customer loyalty to someone else who will. It can be instructive to observe your local merchants— true entrepreneurs.

Rule #2: Exceed Customer Expectations
This higher level of customer satisfaction is reached by surprising your customers, going beyond what they expected. Fast, friendly and good customer service, followed up by a phone call to make sure everything is all right, might put you into this category. So does a product or service that is a cut above that of your competitors. The second level of customer satisfaction moves you beyond mere survival, building a measure of customer loyalty and giving you an edge over your competitors. It can also increase your profitability. Customers who experience the kind of service that exceeds their expectations are often willing to pay for it, enabling the supplier to raise prices and thus improve profit margins.

Rule #3: Remember, Delight Brings Customer Loyalty
Have you ever experienced a level of good customer service that not only exceeded your expectations, but actually brought a smile to your face? A customer served at this level is truly delighted. Not only have the customers’ basic needs been met, or even exceeded, but they have truly been touched on an emotional level. And once customers have enjoyed this experience, you will gain customer loyalty and it will be very difficult for a competitor to pry them away.

When you delight your customers, you are on the way to creating an exceptional and highly profitable business. There are countless cost-effective ways to delight your customers and build your customer loyalty. Consider the difference between first-class and coach service on most airlines. To delight your customer is to show that you care— about them. No wonder it brings a smile to their face! The greater your success in delighting your customers and providing good customer service, the greater success you will enjoy in your business.

Rule #4: Amaze Them With Good Customer Service
This fourth level of customer satisfaction is what will propel your business into the stratosphere. It requires you to not just meet or exceed your customer’s expectations, nor to simply delight them, but to truly amaze them. When you are able to accomplish this on a regular basis, you will be in a position to dominate the marketplace and achieve remarkable rates of revenue growth and profitability. Examine your business. How might you amaze your customers? The only limit is your own imagination.

The post was originally published on Brian Tracy’s blog.

Brian Tracy is one of America’s most respected authorities on developing organizational and human potential. He is the top-selling author of more than 50 books, which have been translated into dozens of languages. His insights into leadership, personal effectiveness, business strategy and success psychology, which he presents to more than half a million people around the world each year in his talks and seminars, produce immediate changes and long-term results. His experience, combined with his effective ability to inform, entertain, inspire and motivate audiences, makes him one of the top speakers and trainers in the world today. For more information, visit www.briantracy.com.