Fair Weather Loyalty

What does it mean to be loyal? Many definitions use words such as allegiance, steadfastness, faithfulness and committed. This is especially true for many in our military forces who have a defined 'commitment' to defend our country and ensure the freedom we all enjoy.

This isn't always the case in sports. Many people will lay claim to their favorite team only when that team is winning. These are the fair weather fans. As soon as the team starts to lose or experiences a dip, these fans disappear into thin air.

What about customers in your business? Would you describe them as being faithful or having an allegiance toward your products, services or solutions? If not, then determine why and create the programs that will ensure your company is where they will turn every time they have a need that you can solve.

Consider the cost of obtaining a new customer. Then, consider the investment it takes to keep them. It's nearly a no-brainer to find ways to keep them when you look at the numbers involved.

Having loyal customers is of great value. Making sure you consistently deliver what they need, when they need it and in a way that provides a benefit to them is key. If you falter in delivering value, then you risk having fair weather customers.

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