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Glossary
Glossary

Customer Loyalty

Customer loyalty refers to actions that maintain a lasting relationship and give customers reasons to return. It combines quality of service, relevant contacts, recognition, and benefits. It is not limited to issuing points or offering discounts.

Coup de Poing editorial team2 min
Design a programme

A concrete example

A distributor who orders every quarter can be supported with helpful reminders, services, and recognition of their purchases. The programme aims for a lasting relationship, not just an additional order.

A point to consider

A customer who stays because there are no alternatives is not necessarily loyal to the brand. Cross-reference repeat purchases, satisfaction, and quality of relationship.

Start from the moment the relationship becomes fragile

Reconstruct the journey between two purchases: initial setup, need for advice, issue, renewal. Choose a point at which you can take action and associate it with a useful service or contact. Then track the repeat purchase over a complete cycle and survey customers who do not return. A delivery issue calls for service improvement before a new reward.

Questions to ask your team

  • What event signals a drop in performance in your activity?
  • Who can intervene and with what concrete response?

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Glossary 2 min

Retention

Retention measures the continuity of a relationship or activity over time. It can relate to a contract, an account, or a behaviour. The definition of an active customer and the observation window are essential. High retention can have several causes; it does not, in isolation, prove the effect of a programme.

Understand and apply
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