In today's challenging economic environment, the importance
of holding onto existing customers is more paramount than ever. Too
many organisations prioritise acquiring new business from new
sources when much of the real value can be found right in front of
them – it just needs to be nurtured in the right way. A focus
on building loyalty within the existing customer base will create
brand advocates organically and, ultimately, stimulate growth.
Brand advocacy is not an overnight process. Rather, it is a
relentless, consistent and long-term approach to delivering the
best customer experience possible. Every touch point that the
customer has with a business (and vice versa) needs to be
best-in-class: richly personalised and highly efficient. This means
having a 'customer-pull' culture driving organisations'
operating models.
