1. Harvard ManageMentor ® Building Customer Loyalty

2. 2 Harvard ManageMentor: Building Customer Loyalty Discussion Topics  How loyal are our current customers?  Targeting the right customers  Meeting and exceeding our customers’ expectations © Copyright 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

3. 3 Harvard ManageMentor: Building Customer Loyalty How Loyal Are Our Customers?  How loyal are our current customers? What are some of the signs that a customer is loyal to our brand?  What steps are we currently taking to foster customer loyalty?  What additional steps could we be taking? © Copyright 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

4. 4 Harvard ManageMentor: Building Customer Loyalty Targeting the Right Customers  Who are our “right” customers? Why so?  What steps could we be taking to attract more of the “right” kind of customers? Think of what we might do in the following areas: Sales & marketing Product development Accounting & finance Strategy © Copyright 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

5. 5 Harvard ManageMentor: Building Customer Loyalty Meeting and Exceeding Our Customers’ Expectations  How well do we maintain our customer’s loyalty? How could we do a better job meeting — or even exceeding — their expectations?  What additional resources, training or other support would help us meet or exceed our customers’ expectations? © Copyright 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.

6. 6 Harvard ManageMentor: Building Customer Loyalty Next Steps  Consider how to implement some of the steps for enhancing customer loyalty we discussed today.  Use the Harvard ManageMentor Customer Focus Tool Worksheet for Developing Satisfaction Goals For Customers. © Copyright 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.