Customer loyalty is a function of experiences
How much of your advertising and communication spending is put to waste by poor customer experiences and service quality?
No matter how much of your EBIT (yes, marcoms money is exactly that) you have spent to create sympathy for your brand, an unhappy experience with a customer-facing representative of your brand, a badly displayed auto-response email or a link in your newsletter that doesn’t work can ruin your efforts quickly.
The math is simple: Customer loyalty is a function of customer experiences and brand experiences. Ensure that the sum of positive experiences is larger than the sum of negative experiences.
If the brand promise is not kept (or better: exceeded) by delivering good experiences, no amount of advertising and finely crafted communication will keep your clients loyal.