Understanding Loyalty

Unless all of your clients and customers were startups when they began doing business with you, chances are they used to buy their services or products from someone else.

So what happened?  Why would they walk away from a relationship they had with another organization to form the one they now have with you?  Because they had a bad experience? Because they found a better (or cheaper) alternative elsewhere? 

Maybe, but then how do you explain those clients and customers who never leave you?  Those who are quick to forgive any broken promise, willing to excuse any misstep, and able to ignore the alternatives your competition may offer?

The answer is Loyalty.  A real, measurable and manageable phenomena that effects the decision-making of every client you have and every customer you want.