During a national customer conference, Resource Associates Corporation (RAC) rolled out their latest addition in the area of people development, a process focused on the management strategy of Customer Loyalty. Developing loyal Customers, not just satisfying your Customers’ needs, is the critical difference in creating sustainable organizational success. Customer Loyalty should be the outcome of every Customer interaction, and creating unique points of connection for every Customer should be the goal. Customer Loyalty is a powerful competitive advantage.

The value of loyal Customers includes: they always return, they brag about your organization providing word of mouth advertising, they are willing to pay more for your product or service, and when there is a mistake, loyal Customers are more forgiving. Research tells us that the only way to create Customer Loyalty is through an emotional connection. Unfortunately, in many organizations the Customer has become a low priority. When people are not treated according to their expectations, they will take their business elsewhere. What’s more, they relay their bad experiences to ten or more other people. The question then becomes not whether to improve your organization’s service standard, but how? Excellence in service pays off dramatically to the bottom line in every industry.