Chapter 25: How to Make Every Customer a Repeat Customer

Lloyd G. "Buzz" Waterhouse

Profitable Customer Relationships

The science fiction writer Arthur C. Clarke once commented: "Any sufficiently advanced technology is indistinguishable from magic." The problem, of course, is there is no magic. Only technology. Yet, what can be accomplished with technology is magical; it can make every customer a repeat customer and it can create profitable, sustainable customer relationships. But technology alone is not enough. Sustaining successful customer relationships requires a combination of people, process, and technology. And like one of Merlin's magical potions, if any one element is missing, the desired effect will be missing, too. At Reynolds and Reynolds, we have built our business on that principle; the lessons we have learned - and still are learning - can be applied to other businesses in other industries that serve other customers.

The three lessons we continue to learn are focused single-mindedly on making every customer a repeat customer for Reynolds and every customer a repeat customer for our customers. Here's how: (1) Invent the future with your customers; (2) Develop a passion for customer loyalty and move beyond customer satisfaction; and (3) Forget the technology - information is the new magic in profitable customer relationships.