According to a recent Harvard Business Review article, "US companies lose 50% of their customers every 5 years". Therefore, it is imperative for every business to plan for at least some customer base leakage. There is certain customer loss that no company can avoid, such as a customer going out of business or a customer moving into a different market. Companies who utilize loyalty programs, such as the major airlines and hotel chains, have been believers for years and continue to reinvest resources in establishing a rewards program that keeps its profitable, loyal customers coming back.
Some other compelling reasons why businesses large and small implement customer reward programs:
· Reducing customer defection by as little as 10% to 15% can double profits;
· The effort to capture new customers costs six times more than the effort to retain existing customers;
· Getting a new customer is 10 times more costly than keeping one;
· Businesses typically lose 15 - 20% of customers each year;
· Dissatisfied customers complain to 10 to 20 friends;
· Loyal customers spend five times more than indifferent customers on annual maintenance, upgrades, and additional products offered.
The United States government puts a premium on loyalty as well. After the horrific 9/11 attacks, the Congress, by Public Law 85-529, has designated May 1 of each year as "Loyalty Day". On this day each year, Americans are encouraged to reflect upon their commitment (as well as others – our soldiers, namely) to democracy and their loyalty to the United States.
Your company should ask for loyalty as well – as part of its strategy to save and grow a more profitable customer base. Starting a loyalty rewards program does take considerable amount of thought, time and resources. There are numerous marketing consultancy firms that specialize in loyalty marketing. One such company, ProLink Marketing, offers its clients custom designed loyalty programs for both business-to-business and business-to-consumer market initiatives.
So why should your business consider a loyalty rewards program?
Some of the key benefits include:
· Higher Customer Retention Rates;
· Customer Growth;
· Fosters Brand Loyalty;
· Increase in Buying Frequency;
· Improved Revenue & Profits.
A small investment in loyalty today, can save your business’ future.
About ProLink Marketing
Based in Houston, Texas, ProLink Marketing (prolinkmarketing.com) specializes in Loyalty Marketing programs and services. ProLink designs and manages loyalty programs to meet the objectives of clients primarily to retain current customers, increase customer growth, foster brand loyalty, increase buying frequency and boost revenue and profits. The company’s core Loyalty Marketing programs include: Business-to-Business, Channel, Coalition, Consumer and Employee.