Frontliners' Role in Attracting and Retaining Loyal Customers

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Personalization
Customer Service
Organizations need to focus on delivering the best customer experience for their regular clients, wowing them into realizing they made the right choice in doing business with that company.

Loyal customers are an asset that companies need to look after. Just because someone loves your brand today doesn't mean he won't defect to a competitor if he finds a better deal. It is therefore essential for organizations to work hard to keep their clients enthusiastic about them.This means that rather than take their business for granted, organizations need to continue focusing on delivering the best customer experience for their regular clients, wowing them into realizing they made the right choice in doing business with that company.

During a recent visit to Pennsylvania's King of Prussia mall, Guerlain delivered a great experience that reinforced my loyalty towards the cosmetics company. I needed to restock two products that I've been using for a few years and went to the Guerlain counter at Neiman Marcus. Phyllis, the sales associate, could not find one of the items I needed. But instead of giving up, she made a few phone calls and within five minutes Phyllis had located the product in Washington, DC and had it shipped to my home for free.

The result was a triple win: I got the product I wanted, Guerlain retained a loyal customer from trying something else, and Neiman Marcus made a sale. I'm sure to remember Phyllis' tenaciousness to get me the product I wanted next time I pass by a Neiman Marcus or visit the store's website.

Phyllis' attentiveness paid off in another way. Realizing that I was eyeing another product, she gave me a sample and I've already added that product to my shopping list for next time.

Interestingly, it was another frontline employee who got me hooked on Guerlain cosmetics about seven years ago. I was at New York's Saks Fifth Avenue when I was offered a free makeup lesson. In the next 10 minutes, the makeup artist showed me a few techniques before giving me a bagful of samples. I went back several days later to buy a few items that I particularly liked and have been a loyal Guerlain customer since.

Although I love the products and am not likely to change them because of a negative customer experience, Phyllis' attention reinforced my good feelings for the company. Just like Phyllis, frontline employees have a vital role in ensuring that customers are happy so that they not only remain regulars, but also become vocal enthusiasts.

EXPERT OPINION
EXPERT OPINION