Keep Your Customers – Page 1
KEEP YOUR CUSTOMERS
How to Stop Customer Turnover, Improve
Retention and Get Lucrative, Long-Term Loyalty
ALI CUDBY
ALI CUDBY graduated from the Wharton School and joined The New York Times Company's corporate planning group. She
then left to work as director of marketing for Discovery's Animal Planet, and then to start her own business advisory companies,
Fab Foundations, specializing in customer experiences training, and Your Iconic Brand, which helps business leaders improve
customer retention. She is the author of two bestsellers, Busted and Fit My Bras. Ali Cudby currently teaches at Purdue
University's Center for Entrepreneurship, and is also in demand as a workshop facilitator and keynote speaker.
The website for this book is at: www.keepyourcustomersbook.com.
ISBN 978-1-77687-019-6
SUMMARIES.COM is a lifetime learning company specializing in business smarts. We provide concise information and tools for
salespeople, business owners and managers and entrepreneurs to get ahead. Read less, do more. www.summaries.com
Keep Your Customers – Page 1
MAIN IDEA
The Customer Loyalty Process
You can't just assume happy customers will buy
from you again. Instead, you need to have Make emotional Set clear loyalty Take measurable Use tracking & Include customer
consistent systems in place which will cultivate CONNECTIONS GOALS STEPS METRICS CELEBRATIONS
long-term customer loyalty and repeat business.
You need a good customer loyalty program.
WHY loyalty matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
Pure and simple, customer loyalty is lucrative. If you can increase your customer
retention, long-term customers will refer additional business to you, buy more of your
products, and cost less than new customers. Loyalty boosts your competitive advantages
and generates superior financial returns.
HOW to target loyal customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 3 - 4
Your plan for keeping customers loyal should start with digging into the subset of your
current customers who have the greatest potential for loyalty. Discover who your most
To cultivate loyalty across your organization, you loyal customers currently are, where to find them, and how to engage them. These are
have to clarify: your first steps to building more loyalty.
• WHY loyalty matters
• HOW to target loyal customers
• WHAT you need to do to enhance loyalty WHAT you need to do to enhance loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 4 - 5
• WHO will be responsible for customer loyalty Once you have the right strategy in mind – target more of your most lucrative loyals – you
• WHERE you put it all together can then focus on applying the right tactics. The overall aim of these tactics will be to
"Change doesn’t happen overnight. As customers create a vibrant customer relationship with your most lucrative loyals.
interact with your new approach to customer
experience, they’ll feel seen, heard, and valued.
WHO will be responsible for customer loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 6 - 7
You’ll inspire customers to stay longer, spend
more, and refer new business to you. When your To drive greater customer loyalty, you're going to need internal coordination and highly
customers believe your company values them, engaged employees. Make sure your company culture is designed around loyalty, and
they’ll want more, which means better results for that you track and measure the right data. You also need someone to champion and drive
you, your employees, and the people you serve." your loyalty initiatives.
– Ali Cudby
"Your company taps into the heart and smart of WHERE you put it all together. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 7 - 8
customer loyalty by creating a consistent process Develop a written tactical plan for how you can make loyalty your everyday reality inside
for making customers feel seen, heard, and valued. your company. This action plan should be designed to get your team members more
When you’re successful, you generate positive engaged with your customer loyalty initiative. The loyalty plan is where you bring together
financial, strategic, and cultural impact for your everything you will need.
company. You serve your customers, employees,
team members, and leaders at a deeper level. The
transactional customer experience becomes
transformational."
– Ali Cudby
