Products are becoming more and more similar, while customers are becoming increasingly distinct. Customers are individualistic, assertive, convenience-oriented and – thanks to the Internet – know exactly what’s on offer. As a result, consumer behaviour can no longer be considered generic and it is difficult to guide via mass media strategies. The big question is: how can you still manage to win this self-willed consumer for your product or company? And more importantly: how can you ensure he or she stays a customer?

 

It is still five times less expensive to retain an existing customer than to acquire a new one. Therefore, it is vitally important to recognise customer value. There should be a clear focus on lifetime value for the customer, rather than a quick profit. This means your organisation should consistently maintain feeling for the market and the consumer experience. After all, it is the customer who offers his confidence in you – not the other way round. In other words, you need to become friends, or at least good acquaintances. In practice, this requires two-way communication, with your organisation providing an adequate response to the behaviour of the individual consumer as well as personal attention at the right moment.

 

Although still a young firm, Loyalty Lab is already considered one of the leading players in Europe in the area of customer contact management advice and execution, with specific focus on the multi-phase distribution sectors. Loyalty Lab can substantially strengthen the marketing in the chain. This position was objectively confirmed in 2006 when Loyalty Lab won the Gartner CRM Excellence Award. Loyalty Lab develops and supervises targeted and effective programmes aimed at the retemtion, increase and acquisition of your customer base, on the basis of customer relations, customer knowledge and customer value. Loyalty Lab realises the link-up and co-ordination of Sales & Marketing and IT operations. The result is measurable, manageable and has considerable returns for both the (brand) producer and retail parties – as well as a high appreciation with respect to quality by the end user.