Dictionary Term: Customer Loyalty...Now what?

I saw this in a newsletter today.

Customer loyalty - The new imperative of marketing. As the marketplace approaches a super-saturation of products–-as the power in the marketing equation shifts from product to consumer–-brand loyalty disappears. To survive, companies will have to create loyalty relationships with their customers, one customer at a time, according to IEG.

Great now what?

I always laugh when I see things like this. What are we supposed to do with this information? I think we all know this is coming, but it doesn't really help us figure out what we can do.

Here are 3 tips that can help you create loyalty:

1. Surprise your customers. When was the last time you got a surprise? The point isn't that you got it, it is that you just remembered it. The unexpected element of surprise makes it memorable and helps contribute to loyalty. Think about how you can surprise your customers.

2. Listen to your customers. The old saying, the customer is always right--is BS, but listening to what they want and need can help you figure out how to better serve them.

3. Respond to your customers. Interacting and responding to customer needs is critical in establishing loyalty or a relationship. Customers need to know that you are working to correct a problem. They want to know what you are planning for the future. They want to be a part of your organization.

Take-Away: I make it sound easy, but this requires a lot of committment and effort to "get it right." However, as the power in the marketing equation shifts from product to consumer, and brand loyalty disappears, ask yourself am I doing what I should be doing for my organization to survive?