April 25, 2014 / Articles We Like

On: Beyond Customer Loyalty Programs – 7 Ways to Build Lasting Relationships

Are companies approaching customer loyalty in the wrong way? Article author, Mikkel Svane, founder and CEO of Zendesk, seems to think so.  Programs – like buy ten, get one free – make it difficult to discern if a customer is drawn to the free item, or is truly loyal to your product.  So what does it really take to drive loyalty?

In the Fast Company article, “Beyond Customer Loyalty Programs – 7 Ways to Build Lasting Relationships”, Mikkel contends establishing a human connection and developing empathy lies at the heart of customer loyalty.  He outlines seven fundamental principles companies should adopt, which are based on how relationships work and are built.

Read it now.

How does your company build lasting relationships with customers?

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