Title: Explain methods to maintain customer loyalty.
Course: Entrepreneurship, Advanced (12053-II) > Section: Applying Sales and Customer Service Skills

Explanation should include the idea that maintaining customer loyalty will improve profits, establish goodwill within the community, and promote public relations among potential customers. Methods may include

- offering preferred customer incentives
- listening and responding to feedback
- providing superior service
- operating during more convenient hours than competitors
- having liberal return policies
- sending personal thank-you notes
- sending personal birthday cards.

Process/Skill Questions:

- How does customer satisfaction affect internal marketing efforts?
- Why is the expression, "The customer is always right" used?
- What are some ways to establish goodwill within the community?
- How is customer satisfaction reflected in product/service mix decisions?
- How do customer service techniques and procedures differ from one business to another?
- What are the consequences of failing to evaluate customer service techniques?
- What are the benefits of innovative customer service techniques?
- How might convenience for the customer be addressed when planning and operating customer support services?
- What is the importance of sincerity in individual messages sent to customers? How is sincerity conveyed?
- Why is it important to give customers more than they expect?
- What effect has e-commerce had on customer loyalty?