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Customer Loyalty 101

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Loyal Customers:

•continue buying products or services from their

preferred brands

•likely to develop trust and expand into purchasing other

products by their preferred brand

•are likely to recommend preferred brands to their

friends

Loyal Customers

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•hard work

•thriftiness

•fairness

•transparency

Today’s consumer-conscious customers expect the following:

It takes effort to earn their loyalty, especially for manufacturers, who are at a disadvantage when it comes to brand visibility.

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or, sometimes:Manufacturer -> Distributor -> Dealer -> Contractor -> End-Consumer

Lack of connection with the end-consumer due to sales channel chain

Manufacturer -> Distributor -> Contractor

The Problem Manufacturers Face

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1.Loyal Customers

2. Aftermarket Service

Two ways that manufacturers can connect to end-consumers:

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Click to edit Master title style•offer rewards to distributors, sales teams, contractors, and consumers

•create lines of communications to various links in the sales channel chain

•allow buyers to input claims to earn rewards for sales

•collect data about consumers’ purchases

Loyalty Programs

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Click to edit Master title style•establish a reputation for quality aftermarket service among customers

•offer rewards to customers for buying manufacturer brand aftermarket parts rather than generic brands

Aftermarket Service

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Click to edit Master title styleManufacturers can increase their brand visibility by offering rewards to members of the sales channel chain, and by standing out in aftermarket offerings.

Conclusion

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