Businesses Can Beat Recession by Improving Customer Loyalty. Expert Offers Advice in New Book.

Minneapolis, MN, May 13, 2008 --(PR.com)-- Customer loyalty expert Kevin Stirtz says business leaders should focus less on the economy and more on how they treat their customers, if they want to survive and even thrive in tough economic times. And he's written a book to help them do it.

He urges company leaders to focus their resources on serving their customers so well they come back and tell others. “By increasing customer retention and referrals you can boost your revenue and profits and build a more sustainable business,” said Stirtz.

Citing a recent study, Stirtz says most companies can increase revenue without affecting costs simply by improving the quality of service they provide to their customers.

“Research by YouGov showed 58% of customers will pay higher prices to do business with companies they trust” he said. “And the biggest factor in developing trust with your customers is how you treat them.”

In fact, some data suggest companies can actually decrease costs by improving customer loyalty. “The Brookeside Group found operating costs can decrease as much as 10% with a 1% increase in customer loyalty” Stirtz indicated.

Stirtz says improving customer loyalty is not complicated and any company can achieve substantial results without great expense. Achieving this lies in doing three things well.

First, establish high-end service standards for your company and deploy them in every corner of the business. “Everyone needs to live these standards from the CEO to the janitor – no exceptions” Stirtz said.

Second, know what your customers want, in the context of your business. Then build your company around the mission of delivering that better than anyone else in your market.

Third, create a “serving culture,” a culture where everyone in your company puts others first.

Stirtz's new book, “More Loyal Customers: 21 Real World Lessons to Keep Your Customers Coming Back” contains ideas and tools to help implement these three steps. It has strategic and tactical advice and is written for both company leaders and customer-facing staff. It is available at Amazon.com.

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