Strengthen customer relations and drive brand loyalty

Guy Culshaw

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller.

Strengthen customer relations and drive brand loyalty

Guy Culshaw

Almost every marketer wants to build greater loyalty with customers. Whether the goal is to drive repeat purchase, generate referrals or cross-sales, drive revenue through partnerships, command a price premium, or simply stave off offers from the competition, customer loyalty is a good thing to have.However, knowing customer loyalty is important and understanding how to drive loyalty are two very different things. Customer relationships are formed through a highly complex set of experiences, motivations and perceptions (brand, product, customer service, communications, ease of access, pricing). The key drivers of loyalty...

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