Institute of Customer Loyalty

Many people have written on what it means to have customer’s loyalty. Almost everyone identifies attachment and affection as the primary characteristics. By definition, this means that customer loyalty and being cheaper are two different things. You can always offer better, and at a cheaper price, but this does not mean that you have loyal customers, you just have smart ones.

Don't brag about how loyal your customers are when you're merely the cheapest or have some key elements of what the market-place demands. That's not loyalty. That's a monopoly or something else. Customer loyalty is what I call and believe to be: “when a customer takes the action to refuse a temporarily better option” . Loyal customers understand that there's almost always something bigger, better, and brighter out there, but they're just not interested in looking.

Customer loyalty can be rewarded, but loyalty usually comes from within, from an attachment and affection we have with a story we like to tell ourselves. Most countries around the world are loyal to sports teams and products and yes, to people because being loyal makes us happy. Why else would we be a loyal fan of soccer teams? Some customers just like being loyal and these are good customers to have.

So the point I’m trying to make is this: there's no doubt that some brands and products attract a greater following of loyal customers than others, but not because they're bigger or better, but because they affirm the good feeling some people get when they're being loyal.  So reward your loyal customers for being loyal, treat different customers differently, and reserve your highest level of respect for those that stand by you.

Then you’ll find that your customers will take the action to refuse a temporarily better option, which is the moment of customer loyalty.

Patrick McFadden specializes in creative thinking for marketing and business success. His choice to insist on making a difference, on leading, on connecting with others and doing something remarkable has gained him a reputation as someone with a genius for finding a new answer, a new connection  or a new way of getting things done. Patrick quotes, "I point out things that most of us already know, but describe it in a way that helps you take action on it. I believe that this is a neat relationship because you now can go do something, not because I told you to, but because I helped you notice what you should do in the first place. So I consider myself a mapmaker, someone that can point out the sites and you have to figure out where you want to go."

He is the author of these blogs Competent Leadership, Indispensable Marketing, and McFadden's Blog. He is a teacher, speaker, blogger, coach, consultant, writer and has published an eBook: Creating A Marketing Funnel: How to Generate Customers & Build Your Brand . He has been featured on web portals and in the 2012 Edition of R U Ready? Magazine published by Virginia Business Magazine. He has been the recipient of the President's Volunteer Service Award. Patrick is also a guest on radio programs across the United States.