By Shaun Smith
You want unswerving buyers, not only chuffed ones. Managing the client event: flip clients Into Advocates indicates you the way to regulate your consumer event and achieve the rewards.
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Additional resources for Managing the Customer Experience: Turning customers into advocates
Early indications are that this refocussing on the brand and customer experience is beginning to pay off. Over this same period, William Morrison achieved the highest margins in its sector. 1 percent while pre-tax profits rose by 16 percent. It is one of the few retailers refusing to offer a loyalty card. Advocacy translates into retention, increased share of spend, and higher levels of acquisition. Beyond satisfaction Morrison’s has continued to build its brand reporting the highest like-for-like sales growth in the industry over the Christmas period 2001/2002.
7 Loyalty makes the difference. What is striking about the examples we have cited is that they come from a huge range of industries and businesses. Some are household names, others more obscure, but all have deliberately, creatively, and determinedly set out to build loyalty. Loyalty can be designed in as we shall see in Chapter 3. Beyond satisfaction Advocates on main street In the spring of 2000, Forum partnered with Verdict, the retail research company, to survey 2,000 consumers in the UK market across five retail segments.
Its brand promises “Hotels that dare to be different,” its website features a virtual room tour, and its people have acquired a reputation for being friendly. This shift is being fuelled by the continued growth in tourism and business travel as well as the increasing trend toward eating out and weekend breaks for affluent young professionals. 11 Even the large chains are bringing designer brands to market. Starwood, owner of the Sheraton and Westin Hotels, launched its W brand in New York and since then has opened a further 12 properties.
Managing the Customer Experience: Turning customers into advocates by Shaun Smith