Sure, your snow and ice management company has satisfied customers. If you didn't, you wouldn't be in business — at least not for long. But here’s a question few companies ask: How loyal are they? Will they recommend your services to others? Will they stick with you through thick and thin? Or will they run at the first sign of a price increase or some other change that rubs them the wrong way? The mere presence of customers isn’t enough. You need to be able to measure their loyalty so that you can use it to predict the health of your company.
Too many companies spend a ton of time and effort getting a customer to make a purchase, and then they just hope for the best. The problem with that approach is that operating in the blind in terms of loyalty makes it likely you’ll make ill-advised decisions that come back to bite you. When you measure customer loyalty, you’ll be able to not only make the most of that loyalty but also to make better strategic decisions for your company.
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