There is an old adage that says the customer is always right. Despite this old saying, there are many companies that appear not to understand the importance of the customer to the survival of the business. I am sure almost everyone has had some bad experience with one company or the other. Jeanne Bliss, an expert in building customer loyalty seeks to educate companies and business people about the importance of customer loyalty.

Her philosophy is based on the belief that the best marketing strategy a company can pursue is to become a beloved company. She therefore sets out ways via which a company can become that beloved entity. In summarizing the key points pertaining to how businesses can encourage and promote customer loyalty, it is fitting to start with the results of Bliss’ research. Bliss discovered that companies with excellent customer service were immune to recent market swings. The message here is that customers need to be treated right. She implores businesses to create what she calls “wow” moments. In illustrating what a “wow” moment actualities, Bliss referred to a company that sought to say sorry by sending apple pies labeled Humble Pie. A good company knows how to say sorry.

She calls upon companies to banish any process or protocol that puts customers on the defensive and encourages leaders in business to set the example by being respectful to customers. Luckily for interested persons, Bliss has written two books within which you can study her postulations, ideas and views.