Chapter 12 – Do Something

That’s what I label the last chapter of this book.  Do something.  The help and guidance that I’ve presented in this book is intended to help companies take action.  Positive action to build customer loyalty and increase revenue.

Building customer loyalty is an important business strategy.  It requires honest assessment, sound planning and well-executed marketing tactics.  The results are measured in retention rates and share of customer.  The bottom line is long-term business growth.

I urge you to avoid the paralysis that affects too many businesses and too many business leaders.  Don’t get me wrong, I’m not advocating maverick, shoot-from-the-hip style marketing.  I’m advocating courage.  The courage to lead your business by example toward stronger customer relationships.  The courage to innovate.  The courage to admit imperfection and to confront mediocrity.

Remember my opening line from Chapter Four.  “I just work here.”  That’s the mediocrity I urge you to confront and overcome.  Get your house in order.  Assess your situation openly and honestly with the Customer Loyalty Audit.  Use the examples, principles and approaches in this book to keep customers longer and earn more of each customer’s business.  Do it now.  Before your competitor does.

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