Page 55 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

21 CUSTOMERS OR
CANNON FODDER?

Customers are hard enough to come by, heaven knows, without
their leaving you as soon as they have what they want. No. What we
need—all of us in business—is lifelong customers. People who love
our products and way of doing business so much that they’ll always
come to us.

For that to happen, you need to build a relationship with them that
transcends the mere exchange of goods for money. So what do you
do to make your customers feel valued? How do you let them know
that you care about them?

The idea

From Nationwide, a British building society
I have been e-banking with a particular building society for a few
years now. I log onto my personal home page and see details of my
account. When we moved house, we took out our new mortgage
with the same company. Lo and behold, the next time I logged onto
my home page, our mortgage account was up there too.

I hadn’t asked them to do it. I didn’t have to complete some dreadful
online form. It just happened. They thought about what they could
do to make my life easier. How great is that? So let me ask you a
question. Do your customers know that they are your customers?
And if they do, do they enjoy that status?

Maybe they just completed a transaction some time ago and, while
they might own one of your products, don’t actually feel a bond
with its provider. This is particularly important if you do most of

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