Repeat customers develop greater economic and emotional
ties with you. And they bring with them an expectation that you
will value those ties. For example, the Caribou Coffee customer
may expect you to save the last Caribou cookie for him. And
the insurance customer will look for a discount for having car,
home, and life insurance with the same provider.
Your CRM strategy will tell your team how much importance
to place on repeat customers. CRM tools will help your team
identify these precious members of your cus- tomer mix and prompt team members to notice
and value their extended relationship with you. The top level of the model is customer advo- cates. Level 3 represents those customers who are not just satisfied and willing to do business with you again. These customers actively tell others about their positive experi- ence. They spread the good word. You might even consider them to be active participants on your mar- keting team. As you can see, each
level builds upon the level before. Without quality initial transactions, customers
won’t want to do business with you again. And it’s the customer who sees himself
or herself in a positive relationship with you who can provide the strongest advocacy for you and your products and services.
excerpt from the book "CUSTOMER RELATIONSHIP MANAGEMENT
