Month: August 2025

Episode 10 – Building Customer Loyalty

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey explore the importance of building customer loyalty, a vital but often overlooked part of long-term business success.

Doug outlines why keeping existing customers is just as crucial as attracting new ones. He introduces the concept of the Customer Loyalty Ladder, which moves from satisfied customers to repeat customers, advocates, and finally raving fans. The episode also looks at how excellent customer service, thoughtful after-sales care, and well-designed loyalty schemes help small businesses keep their clients coming back.

Key Takeaways

The Customer Loyalty Ladder helps businesses understand different levels of engagement, from satisfaction to advocacy, and how to move customers up each rung.

After-sales processes keep the conversation going. Follow-ups and relevant future offers show ongoing care and help increase customer lifetime value.

Loyalty schemes work, even the simple ones. Stamp cards, discounts, or referral rewards can encourage repeat visits and generate word-of-mouth referrals.

Complaints are an opportunity. Handling them well can turn an unhappy customer into a loyal one – and improve your systems for everyone.

Best Moments

“Customer service isn’t something you schedule, it’s part of your business culture.”

“You’ve spent time and money winning new customers, don’t waste it by losing them.”

“A free coffee might not cost much, but if it keeps them coming back, it’s priceless.”

“Customer complaints are your best feedback; they want you to fix it, not leave.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

How to Build Customer Loyalty and Keep Them Coming Back in 2025

Posted on by Tristan Martin

Customers have more choices than ever. If you want them to keep coming back—and better yet, to rave about your business—you need to build real loyalty. Loyal customers don’t just spend more; they become your best marketing tool, bringing in new business through recommendations and referrals.

But customer loyalty doesn’t happen by accident. It requires a deliberate strategy to keep customers engaged, valued, and excited to return. Here’s how to do it.

1. Understand the Customer Loyalty Ladder

Not all customers are the same. They sit on different rungs of the customer loyalty ladder—the goal is to move them up the ladder until they become your biggest advocates.

  • Satisfied customers – Will stay with you as long as their expectations are met.
  • Repeat customers – Keep coming back out of habit or convenience.
  • Advocates – Actively recommend your business to others.
  • Evangelists – Convince others to use your business because they truly believe in it.
  • Owners – Feel personally invested in your success, treating your business like their own.

Your mission? Turn satisfied customers into repeat buyers, then advocates, then evangelists.

2. Deliver Outstanding Customer Service (Every Time)

If your customer service is just “good enough,” you’re already losing customers. Great service isn’t just about solving problems—it’s about making people feel valued before, during, and after the sale.

How to improve customer service:

  • Make it easy for customers to contact you (phone, email, live chat, WhatsApp, social media).
  • Respond quickly—today’s customers expect fast replies.
  • Train your team to go the extra mile, solving problems before they escalate.
  • Give staff the freedom to offer discounts or small perks to keep customers happy. (A small discount today can prevent a lost customer tomorrow.)

Great customer service isn’t a department—it’s a mindset that should run through your entire business.

3. Build an Aftercare Process That Brings Them Back

A sale shouldn’t be the end of the relationship—it should be the beginning.

Think about when you buy a car. After the sale, you’ll get reminders for servicing, check-in calls, and special offers on upgrades. That’s aftercare in action, and it works.

How to keep customers engaged after the sale:

  • Follow up personally (not just with automated emails). A quick check-in can make a huge difference.
  • If you are using automated emails, make them look “human”
  • Offer useful after-sales support (e.g., a “how-to” guide or maintenance reminders).
  • Upsell strategically—recommend products or services that genuinely add value.

Stay in touch, provide value, and your customers will keep coming back.

4. Reward Loyalty—Give Customers a Reason to Stay

Everyone loves a perk. The right loyalty scheme can make customers feel appreciated and keep them engaged.

Loyalty schemes can be as simple or advanced as you like:

  • Basic: A stamp card (e.g., “Buy 6 coffees, get 1 free”).
  • Mid-level: Exclusive discounts or early access to sales for repeat buyers.
  • Advanced: A data-driven rewards system like Tesco Clubcard or Nectar, which tracks purchases and offers personalised discounts.

The trick? Make sure your rewards are actually valuable. A meaningless discount won’t keep customers coming back—but a well-timed offer, exclusive perk, or genuine thank-you gift will.

5. Turn Customers into Brand Advocates

The best marketing doesn’t come from ads—it comes from happy customers who can’t stop talking about you.

How to encourage referrals:

  • Create a referral program (reward customers who bring in new business).
  • Showcase customer success stories—feature testimonials, case studies, or social media shout-outs.
  • Surprise and delight customers—small gestures (like a handwritten thank-you note) can turn a regular customer into an evangelist.

People trust recommendations more than ads. Give them a reason to spread the word.

How ETC Can Help

Struggling to retain customers? Not sure how to turn one-time buyers into loyal fans? Executive Training & Consultancy (ETC) can help you create a loyalty strategy that works.

Take advantage of our free two-hour business review—we’ll analyse your customer journey and leave you with clear, actionable steps to improve retention and build lasting loyalty.

Get in touch today and start turning customers into lifelong fans!