This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert December 14, 2011 Fascinating Implications of New (Internal and External) Customer Loyalty Studies Just as loyalty towards green products and services has fallen victim to the continuing economic woes around the world, so has customer loyalty---both internal and external to organizations. In a surprising report recently released by Right Management, 84 percent of the respondents to an online poll said they "plan to look for a new position in 2012". That number is almost double the number found by Randstad in their recent poll. Only seven percent of these "internal customers" said a move was "unlikely" or that they expected to stay in their current positions. On the other end of the customer spectrum, in a recent survey of service providers, 66 percent of respondents believed that their (external) customers are less loyal today than they were two years ago. If service providers want to attract new subscribers in saturated markets, they will need to implement loyalty strategies to combat competitors' aggressive offers. Due to this market saturation and increasing competition, 82 percent of service providers said that customer loyalty programs would be "very important" or "important" over the next five years to their company's strategy. Customer retention and loyalty can become a new center for growth, if providers understand what their customers really want and develop their offers accordingly. Customer retention and loyalty programs must be started early in the customer lifecycle; they are important during the entire relationship between service providers and their clients. It is unwise to wait until after the fact when they have already lost customers. Moreover, two-thirds of consumers stated that "personalized and tailored services, proactive care, and rewards for being loyal customers" would earn their loyalty. Applying this advice to internal customers, we highly recommend that employers conduct "stay" interviews, instead of waiting until people leave to conduct exit interviews. Wise (external) marketers will begin implementing "stay" interviews as well. Both internal and external loyal customers are expecting more from their suppliers at every level; employees, contractors, wholesale businesses, retail consumers are all demanding more. Intensifying competition in the various marketplaces is driving increasing focus on what works to attract and retain these valued customers. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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