Loyalty Is Not Situational

Customer loyalty is beneficial to all businesses, and no business is exempt from those benefits. All businesses gain from predictability, the reduced cost to attract customers, and the ease of doing business. However, sometimes it may be difficult to see how repeat purchasing can apply to your business.

Stores that sell major appliances might not expect to see their customers return for 10 or 15 years. Is customer loyalty a realistic goal for this type of business? Residential building contractors do not anticipate building homes on a regular basis for the same buyer. Is loyalty important to this type of business? Does a surgeon expect or even want to see the same patient return again and again for additional surgeries?