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In the economic crisis situation at this time, the company experienced a decrease in sales as a result of declining consumer purchasing power. Increasing competition. Company seeks to make various sales strategies to maintain their customers.

Increase customer loyalty can not be denied again becomes the main target should be achieved by all actors in the business at this time. Companies should not only have regular customers, at the time of this customer satisfaction just is not enough, we need customer loyalty that will be able and want to introduce to others.

Various activities that are generally made by the company in an effort to increase "customer loyalty" as:

1. Collect and manage customer databased well,

2. CRM system to build applications for all business unit lines,

3. Activities and create customer loyalty program,

4. Build a network of assistance 24 hours a "call center", etc.

The customer loyalty is not only seen from the transaction or the purchase of its recurring (repeat customer). There are several characteristics can be considered to be a loyal customer. Among others:

Customers who purchase back regularly
Customers who purchase the product to the other at the same
Customers who want to give referrence to other people
Customers who can not be influenced by competitors to move

Customer Advocate loyal are invisible to us. They will attempt to defend our product and voluntarily akan always try and give recommendations to others. Automatically word of mouth will work.
Example: Families who feel satisfied with the product for their Toyota. So this family with enthusiasm akan recommend Toyota is a product the right choice to the people who in their around (family, friend, business patner).

While there are 4 dimensions of loyalty, namely:

Transaction, Relationship, Partnership and ownership.

In the condition when a loyal customer, so they not only desire but also deal berelasi, works may even want to "own". Suppose by buying products derived from the company, as an example of what we believe will service perushaan PT Astra Internationa (biggest company in Indonesia) - Having each and have a product that this company: Motor, Car, Copy Machine and Oil products, and we also purchased "Stocks or Bonds from the company. "

Customer loyalty is in our power to create a new barrier entrans (deter new players entered). In order to create loyalty cusomer then perusaaan must think to be able to create customer satisfaction first.

One of them is through Relationship Marketing, which not only on how to create the sales but how to retain customers with the basic relationship of cooperation and trust that created a high customer satisfaction and maximum sustainibility marketing.
Timothy RV Foster describes 16 steps satisfy consumers, namely:
1. We are easily contacted.
2. Do not close the office if we should open.
3. Lift the phone as soon as possible.
4. Signed queue as soon as possible
5. Do not make them wait, if there are delays.
6. Let your customers do things according to how.
7. Give us the opportunity to know the product
8. Do not run out of stock
9. Goods sent to adjust the order.
10. must remain vigilant in the can after the transaction.
11. Easier ways of payment.
12. Do not bebani customers with bills that are not necessary.
13. Sending orders on time.
14. Offer useful warranty.
15. Rapid loss of pay.
16. Give a gift after a transaction occurs.

Search for new customers who require cost and time that is longer when compared to maintaining existing customers.

Create, maintain and continue the quality of customer loyalty is a matter of absolute for the company.

Learn more about this author, David Pangaribuan.
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