August 4, 2016 James Banbury

Customer Loyalty, first hand.

I applaud efforts. Not just because the effort in question is influencing my opinion to stay a customer, but also, because it’s 2016. It’s a hard economy for some and when a vendor is actually trying hard to keep me as a customer, I’m naturally drawn to support them with my wallet.

There is a certain type of businessman I’ve witnessed over the years with an exceptional skill at making me feel like a wanted and valued customer: The Indian Restaurateur.

After a few years travelling Europe on business, I moved back to Stamford, UK. My first stop was a place of worship; one of the local Indian Restaurants. My first return to Stamford for 7 years left me astounded when the waiter asked me “Do you remember me?” After 7 years he remembered my name, my sister’s name and my favourite dish.

I’m often in one end of the country – then the other, and when visiting I usually surrender to my addiction to hot food. On almost every occasion, they remember me by name. I don’t tip excessively, nor am I the record holder for the messiest table. I’m told I could compete, though.

Every time, I’m reminded of the power of ‘Knowing your customer’ and how simply making me feel ‘remembered’ enforces customer loyalty inside me.

I am starting to understand this weird science behind customer loyalty and putting that energy into the work I do, as a CRM consultant. For me, understanding the science gives weight to that age-old saying “it’s 8-times more expensive to acquire new customers than retain existing ones”.

Glen is looking very loyal

Glen is looking very loyal

In a domain where people are obsessed with conversions and optimisations, businesses shouldn’t lose sight of a ‘good old fashioned’, ‘knowing your customer’.

James Banbury

James is the managing director of Sugabyte Ltd.For several years, James has been consulting with organisations in Europe and building customer solutions.

About the Author

James Banbury James is the managing director of Sugabyte Ltd. For several years, James has been consulting with organisations in Europe and building customer solutions.

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