Strategically managing each customer’s experience to create a positive memory is perhaps the most important ingredient in cultivating customer loyalty. To successfully manage customer relationships and achieve high levels of customer loyalty, organizations are learning that they not only have to focus on managing customer experiences, but they also have to rethink managerial priorities and how to drive their quality improvement efforts.
Creating a customer-focused organization begins with shifting our managerial priorities to deal with customers as individuals rather than as groups or segments. We earn customer loyalty one customer at a time. While customer segmentation is critical to our acquisition and marketing efforts, we cannot make groups of people loyal to us; we have to earn the loyalty of each individual.
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