Milanese Remodeling
by Mark Milanese
July 21st, 2015

Why “Old Faithful” Customers Are Your Most Important

Loyal customers not only provide businesses with continual revenue with lower marketing and sales overhead that allow you to operate more profitably. Loyal customers, by definition, are also faithful to their obligations, and they take the payment for the goods and services you provide as seriously as you do. Loyal customers can also provide invaluable information to improve a business.

The loyal customer can provide constructive criticism on current performance, and advice to innovate and improve existing products and services. They can give us ideas for additional products or services with new revenue streams. The loyal customer can also be a source of new business when they share their network of colleagues with us.

Beyond all of the financial reasons to promote customer loyalty, there is the intangible value of the improved culture of a business with many loyal customers. Working where every customer is new, mysterious, unfamiliar, anonymous, and unknown must be full of caution, worry and trepidation of all kinds. Dealing with tried and true, familiar, established and proven customers can relieve much anxiety. The value of a happier and more orderly workplace created by the loyal customer is almost impossible to calculate.

The value of customer loyalty can never be overrated and should be promoted in every way.  Whether you are a manufacturer, wholesaler, retailer or installation specialist, there can be no substitute for a loyal customer. Every business owner and each employee needs to be aware of the value of customer loyalty.

This blog is from Door and Window Market [DWM] magazine's free e-newsletter that covers the latest door and window industry news. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to [DWM] magazine in print or digital format are available. Subscribe at no charge HERE.

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  1. Loyal customers don’t come easy. All current loyal customers were new customers at one time. Somebody did something very right to maintain their loyalty. Customer loyalty is the result of providing consistently good products and services at a fair price. Treat all your customers like you treat your best loyal customers and your business will reap the rewards. Developing new customers into loyal customers is an essential factor for a successful business.

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