Creating brand loyalty

Every company has a logo that you realize it or not. Having a brand is an inevitable consequence of being in business. A successful brand creates brand loyalty. If properly managed, brand loyalty is a powerful source of sustained profitability. However, very few entrepreneurs understand how to sustain brand loyalty in their customers. They direct their attention to the "appearance" of brand-marketing and advertising aspects of the identification mark. They are fighting for a unique, recognizable "look" like McDonald's arches or Nike swoosh. The emphasis is on the emergence of the brand, not what the brand appears in action.

Nevertheless, neither advertising nor apparently ever created a moment of brand loyalty. The main factor that influences brand loyalty is how employees respond to customers' expectations. Regardless of the business, every customer buys the same thing. "A satisfying emotional experience" If the company offers a cake or a car, a house or a horse, must provide a satisfying emotional experience, if it is to create brand loyalty among the customers!

And 'enthusiastic efforts of the employee fully committed to understanding and exceeding customer expectations, which creates a satisfying emotional customer. These experiences are addictive, but to build feelings of assurance and confidence in the integrity of the brand. Satisfying emotional experience builds a positive relationship with the customer. The importance of this relationship is especially true when things go wrong.

And 'when something goes wrong that the employees involved have the ability to create more "faithful apostles." Brand loyalty is created when the outspoken disappointed expectations of a client are recognized and promptly met. Like the apostles, these customers to spread the "good word", which multiplies and attracts more customers to the brand.

Conversely, when employees do not really care about the customer, when they are indifferent to exceed customer expectations, the customer finds it easy to go elsewhere next time. These employees perform their tasks mechanically and say "good day", as the customer completes the transaction passively and leaves. Both the employee and the customer are indifferent never do business together.

When something goes wrong, these workers are indifferent disengaged and resistant to meet customer expectations. They either politely state that is not only possible to meet customer expectations or, worse, refuse to answer phone calls, letters or e-mail in response to the question. When employees of a society to resist or ignore the expectations of a customer, a "terrorist" is often created. Typically, an angry customer spreading the "bad word" to over 20 people. This negative reputation multiplies rapidly. No advertising budget can begin to compensate for this damage to the Brand.

Such damage can be easily avoided. There is a line-of-sight connection between the way management treats its employees in the first line and the way employees treat customers. When employees feel recognized and appreciated, their customers also feel recognized and appreciated. When employees believe what their leaders tell them and supervisors, customers will believe what their employees say. When employees to develop long-term emotional loyalty, customers also develop long-term brand loyalty.

In an attempt to hand again to increase brand loyalty by improving the customer experience, many companies invest in training Customer Service. Often this money is totally wasted because management expects employees to treat customers with more courtesy and consideration of stage management employees!

Relationship-Leadership principles state "All leadership is, for example, everything else is coercion." This means that if management wants customers to be treated "right", then they must treat their employees the "right". Creating brand loyalty is supported neither rocket science nor brain surgery! They are treating employees in ways that make them want to create an emotionally satisfying for the customer....