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Encouraging Customer Loyalty

Read the case and answer the questions that follow.

Sam, the store manager of P$-$Town, works with Andrew to develop customer service loyalty training. Most organizations can benefit from loyalty programs if they are done right. P$-$Town does well on all of the six Gastomer needs$-$to feel welcome, to feel understood, to be comfortable, to be appreciated, to feel important, and to feel respected. However, PTown should further their development of understanding customers.

Sam: In order to create customer loyalty, we need to train our people. Based on these surveys, what do you think makes customers loyal to P$-$Town?

Andrew $($flipping through papers$)$: Well, based on this information, customers like that we know our products, communicate well and obviously our associates care about customers. They seem to appreciate our return policy as well.

Sam: I also remember reading something about our website?

Andrew: Yes, customers said they like the option of ordering online and picking up in store and also being able to shop online AND in store.

Sam: OK$,$ so based on this information, let's brainstorm some training topics. It would seem that in our hiring process we should make sure to hire people who are enthusiastic and excited to be here. This is a good starting point.