Decrease marketing expense and increase profits with referral programs and customer loyalty
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A few years back a great book was published, The Ultimate Question by Fred Reichheld. He explains how several well known leaders in their industries leverage customer loyalty to drive profitability. It makes so much sense. If customers love your product and feel unique and special, they will recommend you.
Think about your marketing budget. What if you could get rid of the budget because prospects keep knocking on your doors? Enterprise Rent-a-car™ is praised in their industry for profitability and embracing the concept of customer loyalty. It is no surprise they have become the #1 rental business in the world. Their advertising budget is a fraction of their competitors’.
What does this have to do with the printing industry? The best run printers have lower marketing budgets and leverage referral programs to keep customer’s promoting. This doesn’t happen overnight, but is part of their long term strategy. ABC Printers tracks performance, reads customer comments daily, sets up teams to correct problems, engages the customer with this first hand feedback, sets up referral programs, and promotes customer loyalty. They know when loyalty is dropping, and more importantly they address the issues immediately. The operation remains customer focused and it pays off.
We changed the name of the real printer to ABC Printers to protect identify.
Tags: Print Buyer Opinions, Printer, Printer Loyalty Programs, Printer Referral Programs, Printing