What Drives Customer Loyalty
Bob Schultek Author of The Gauntlet Surveys assessing business-to-business customer loyalty, measured as increased sales per customer over multiple years, consistently cite “selling experience” as the primary driver with a response rate that exceeds 50%; a “lowest price” response typically receives about a 10% rate. Additional response choices include better products or services, brand familiarity, higher performance than competitors, and others. When seeking to explain how “selling experience” creates this positive impact, it becomes clear that the …
