The Death of the Loyal Customer

One of my classes in management focused on the repeat customer. The course stressed the importance of the repeat customer to the financial welfare of the business. We spent hours discussing ways to turn "first time" buyers into repeat customers. This is not a new concept. We've all heard the term "the customer is always right". And then there is the movie we watch every Christmas where Macy tries to out "customer satisfaction" Gimbel. I prefer to take that concept one step further with what I consider the most valuable asset of a business, the loyal customer.

The loyal customer is one who will buy your product or service even when it is more expensive or at a personal inconvenience. The loyal customer is one who will recommend you to his competitors. The loyal customer is one who will stand up and defend your company against unfair comments. The loyal customer is one who will teach his children to purchase your product or service because they can depend on your company to treat them with fairness and honesty. The businesses of America, large and small, have been built on the backs of the loyal customer.

In his inauguration address, President Bush stated, " as citizens we must uphold the principles of civility, courage, compassion, and character that a civil society demands from each of us". Civility is a word we don't hear much anymore. As companies have merged and as pressure from investors has increased, businesses have lost their civility. The concepts of respect and fair dealing that have been the cornerstones of American business are crumbling.

In the age of the computer and voicemail, companies are ignoring the fact that on the other end of the line is a living breathing person. They will spend millions on advertising to gain a new customer and then banish them to what I term "Customer Service Hell".

Take the case of Denise in New Mexico

"I have been MORE than patient with Dell Computer Corporation. It has taken me 6 months, a minimum of 100 hours of my time, 20 different people, 10 phone calls to service, 5 to the rebate ripoff department, close to 30 mails, several faxes, daily blue screens which switched to daily black blank screens, all three drives not working, still not receiving a confirmed rebate on a machine I ordered in August, 2002, an ordered part I've yet to receive, two individuals saying they will call RIGHT BACK who still haven't called, and problems growing on an EPPurchased machine literally by the day ~ to get THIS upset.

I'm sick of being jerked around by large corporations who make it impossible to reach their corporate offices who are only interested in SALES and could care less about SERVICE."

Then there is my own personal experience with Nextel. My company was spending a substantial amount of money with Nextel and we loved the phones. However, customer service was non-existent. I once spent four hours on the phone with six different "representatives" and was hung up on when I asked to speak to a supervisor.

No answers were received to my faxes or letters. Voice mails to my local salesperson went unanswered. Even the letter from our attorney was never acknowledged. Needless to say we now have another cellphone provider.

These examples point to an alarming trend. Businesses are focusing on gaining new customers and failing miserably to turn these new clients into loyal customers. They have lost their civility, not only with their customers but with their employees as well.

What can you do? If you believe like I do then take these beliefs and make a difference. Acknowledge that the people that you come in contact with are living breathing persons and treat them with goodness and respect. If you can't do that in your present position then its time for you to make a change. As President Bush continued, "Americans are generous and strong and decent, not because we believe In ourselves, but because we hold beliefs beyond ourselves". Let's resurrect the "Miracle on 34th. Street".

About The Author

Wayne Patterson is the author of "Solidgoldmonthly" home business newsletter. Home business news and views that you can use. No scams allowed! Subscribe now to receive FREE book of eBay Marketing Secrets, sold on other sites for $27.00. http://www.solidgoldhomebusiness.com; solidgoldhome@charter.net

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Google News Updated : Sat, 11 Oct 2008 05:49:35 GMT McCain Lauds and Attacks Obama in Same Day - New York Times CBS News McCain Lauds and Attacks Obama in Same Day New York Times - 41 minutes ago Senator John McCain of Arizona and his supporters at a rally on Friday in La Crosse, Wis. By ELISABETH BUMILLER LAKEVILLE, Minn. - After a week of trying to portray Senator Barack Obama as a friend of terrorists who would drive the country into ... McCain Moves to Soften the Tone at Rallies Washington Post John McCain, speaking to supporters, tries to defuse an anti ... Los Angeles Times Reuters - DetNews.com - Austin American-Statesman - The Miami Herald all 304 news articles Publ.Date : Sat, 11 Oct 2008 05:08:14 GMT US Near Changing Stance on North Korea as Terrorist - Wall Street Journal BBC News US Near Changing Stance on North Korea as Terrorist Wall Street Journal - 1 hour ago By JAY SOLOMON WASHINGTON -- The Bush administration is hoping to announce as soon as Saturday that it is tentatively removing North Korea from its list of state sponsors of terrorism, in a bid to kick-start a stalled nuclear disarmament agreement, ... AP: US to remove North Korea from terror blacklist The Associated Press US May Remove North Korea From Terrorism List, AP Reports Bloomberg Los Angeles Times - Voice of America - Financial Times - The Miami Herald all 1,714 news articles Publ.Date : Sat, 11 Oct 2008 04:02:40 GMT Democrats Are Gaining, Registration Data Shows - New York Times Los Angeles Times Democrats Are Gaining, Registration Data Shows New York Times - 2 hours ago By NICHOLAS CONFESSORE and GRIFF PALMER Some longtime Republican strongholds in New York are becoming increasingly Democratic, a striking change driven by demographic shifts, intense voter registration drives by Democrats and allied groups and sagging ... Campus registration drives in full swing KARE Ott, Hook face off for open county office St. Joseph News-Press The News-Press - Winston-Salem Journal - Tampabay.com - Beaufort Gazette all 739 news articles Publ.Date : Sat, 11 Oct 2008 03:20:33 GMT Bush: US authority able to solve financial crisis - People's Daily Online Telegraph.co.uk Bush: US authority able to solve financial crisis People's Daily Online - 1 hour ago US President George W. Bush arrives in the Rose Garden at the White House to makes a statement on the economy in Washington, October 10, 2008. President Bush vows action on financial crisis Los Angeles Times Bush's Lullaby to the Markets Washington Post Birmingham Star - Wall Street Journal - CNN - Bloomberg all 1,302 news articles Publ.Date : Sat, 11 Oct 2008 04:12:49 GMT G-7 Commit to `All Necessary Steps' to Stem Global Meltdown - Bloomberg Voice of America G-7 Commit to `All Necessary Steps' to Stem Global Meltdown Bloomberg - 1 hour ago By Simon Kennedy Oct. 11 (Bloomberg) -- Group of Seven finance chiefs, meeting after stocks plunged and as a global recession looms, vowed to prevent the failure of vital banks while failing to unveil new initiatives for thawing credit markets. Group of 7 Nations Seek Coordination in Rescue New York Times In latest bold step, Treasury will buy bank stakes The Miami Herald CNNMoney.com - The Associated Press - Boston Globe - FN Arena News all 890 news articles Publ.Date : Sat, 11 Oct 2008 04:03:42 GMT Paulson Indicates Need to Purchase Bank Equity `Soon as We Can' - Bloomberg Telegraph.co.uk Paulson Indicates Need to Purchase Bank Equity `Soon as We Can' Bloomberg - 1 hour ago By John Brinsley and Rebecca Christie Oct. 11 (Bloomberg) -- US Treasury Secretary Henry Paulson indicated that pumping government funds into banks is a priority and said financial markets will remain volatile. US planning to buy equity in financial institutions Reuters Treasury Weighs Investing In Banks Washington Post International Herald Tribune - MarketWatch - CNNMoney.com - Bizjournals.com all 1,783 news articles Publ.Date : Sat, 11 Oct 2008 04:21:05 GMT Genomics project unites four Wisconsin research institutions - Milwaukee Journal Sentinel Genomics project unites four Wisconsin research institutions Milwaukee Journal Sentinel - 19 minutes ago By KATHLEEN GALLAGHER Wisconsin’s four biggest academic research institutions will collaborate on an initiative aimed at giving the state national stature in the fast-emerging field of individualized medicine, Gov. Marshfield Clinic gets biggest donation yet Chicago Tribune Wis. governor unveils gene research triangle Forbes Bizjournals.com - GenomeWeb News (subscription) - WJFW-TV - WISN.com all 51 news articles Publ.Date : Sat, 11 Oct 2008 05:29:44 GMT RSS feeds More Web Site Traffic

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