Retourner au blog Customer loyalty
Rui Terroso CEO
Rui Terroso - CEO |

Customer loyalty

  1. The key to retaining customers is satisfaction

A very satisfied customer is loyal for longer, buys more, speaks favourably about the organization and its products, pays less attention to competition and is less sensitive to price.


Making sales is important, but it is even further important to be able to achieve customer loyalty.

Selling is not enough, you must create loyalty, see the customer as more than a mere transaction.


Making sales usually gives results in the short term, however retaining customers is more profitable in the medium and long terms. More satisfied customers, greater the results.


And for that, you must think all the time about how to offer more quality, better price, better attention, better distribution.

You must be obsessed with constantly polishing and pull the gloss to the value proposition.


  1. The successful salesperson is concerned first with the customer and then with the products.


This is the true philosophy of business. Put yourself in the customer shoes to understand the needs they have and, from there, develop the product or service.



Often the opposite is done: a product or service is conceived and then put on the market, which often does not work.


Sometimes, the problem is not in not being able to sell, but in the fact that what is offered to the customer does not interest him.


To be successful, you must create empathy, put yourself in the customer's position and learn what he really wants.


  1. Our best advertisement are satisfied customers


All publicity that comes out of our mouth will always be under suspicion and creates concerns, but when other people talk about our products and services, credibility increases.


There is nothing more rewarding than a satisfied customer, he will make great free advertising through “word of mouth”, with the multiplier effect these have in our days through social networks.


But it can also impact the other way around, and much more aggressively.


According to statistics, people talk seven time more about what is negative than what is positive. A dissatisfied customer can be very damaging to an organization.


So, worrying about customer satisfaction is not a secondary matter.


  1. It is no longer enough to satisfy customers, now we must delight them.

Competition in all sectors is ferocious. In many industries, there is a technical tie. The tangible gains of the products are copied in real time. Prices are also well adjusted.

A paralisação está em moda. Os mercados amadurecem cada vez com maior rapidez e, em mercados maduros, a diferenciação mais rentável advém da qualidade de serviço e da capacidade de gerar perceções valiosas.


Cada vez mais, a diferenciação emocional é uma obrigação.


To standstill is fashionable. The markets mature faster and faster and, in mature markets, the most profitable differentiation comes from the quality of service and the ability to generate valuable insights.


More and more, emotional differentiation is a must.


When the difference (in price or quality) were more obvious, the communication of companies with their environment was simpler and were limited to highlighting attributes or price.


Now the rules of the game have changed. Communication has become more complex and this requires a greater effort to attribute personality to the brands.


It is necessary to develop an “emotional connection” with our public to which positive feelings and experiences associated with brands.


We have moved from the era of the irreplaceable to the era of the irresistible.





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