Loyalty

Acquiring a new customer is often a company's biggest expense. Repeat sales to a customer is usually a must, and establishing this loyalty is essential.

Loyalty is about a relationship, it is about knowing your client and establishing a dialogue. Fortunately, the internet is ideal for interacting with clients in this way. Clients will volunteer information if you approach them in the right way.

Your approach to the client has to be personal and relevant, offering incentives in exchange for concessions. A good give and take with clients uses

• newsletters,
• customer surveys,
• customer relationship management (CRM), and
• forums

The aim is a high percentage of repeat sales and low customer defection. The best results are achieved through a personal and specific interaction with each subscriber.