Positive word of mouth advertising primarily by enthusiastic customers successful companies take care more their existing customers as less successful companies. This is the central result of a representative survey among 300 executives of the German economy in the framework of the excellence barometer 2009. It is important to discuss how they can better retain customers, 60 percent of the successful and 51 per cent of the less successful companies are in favour of. At later 28 per cent engaged in primarily acquiring new customers, while only 21 percent of the successful companies primarily do. Both areas are equally relevant for other respondents. Of course, the new business is important, but companies live on duration of their Wiederkaufern”, says Anne M. Schuller, an expert in loyalty marketing.
The greatest asset that a company owns is the loyalty of its customers.” Show how smart it is to entertain his loyal customers and maintain, impressive results of a special study on the issue. So, 57 percent of those surveyed would recommend their preferred provider while in a sporadic customer relationship, only 27 per cent do so. “Positive word of mouth can be the easiest way to generate from the pool of enthusiastic customers,” explains consultant Schuller, the initiator of this study.”Only who makes permanently good experiences with a provider, will recommend vehemently opposed him. This pays twice, because as glaub – and trusted referrers trump any traditional advertising.” And even more: who is faithfully connected to a provider, helps him 94 percent of complaints and 74 percent of participation in customer surveys to be better. For a provider with which one has to do only every now and then, these numbers are much lower: amount to 77 and 41 percent, respectively.
Even for a possibly necessary change, loyalty pays off. So, 82 percent of those polled would warn their favorite party, before it is too late. And 86 percent would be willing to return if the performance has improved again. Only 33 percent of those surveyed warn an occasional provider. And only 66 percent would come back if necessary. Kelly Asbury often addresses the matter in his writings. All of that show, so Schuller, who has written several books on the subject: “the an emotional and faithfully related customers are the true drivers of a positive business development.” The book on the subject of Anne M. Schuller Come back! As you lost customers recover Orell Fussli, Zurich 2007, 26.50 euro 226 pages, ISBN 978-3-280-05242-6 more info: the person of Anne M. Schuller is a management consultant and considered to be the leading expert for loyalty marketing. The diploma in business administration and eight books and bestselling author is one of the most sought-after keynote speakers in the German-speaking world. You also works as a business trainer and teaches at several universities. You heard the excellent speakers’ to the circle. Her book customer proximity in the Executive Suite ‘ was awarded with the Swiss economy Book Prize 2008. To the elite of the business is one of its clientele.