Loyalty Engineering

The Loyalty Engineering Manifesto

Marketing, sales, and service, when acting together, form a powerful triad for assuring customer loyalty. They play on the same team.

Loyalty by design is assured by design through planned and executed strategies and actions. Customer loyalty strategies are a natural extension to a product’s overall strategic business plan.

Marketing requirements documents serve all user groups, including both primary decision-makers and after-sale support engineers.

Customer feedback from technical support engineering amplifies marketing’s success at both finding new customers and cultivating a deeper share of wallet from current customers.

Quality represents the collection of activities that creates a product of value to customers.

Customer service consists of all features, acts, and information that augment the customer’s ability to realize the potential value of a product or service, in addition to handling customer complaints and fixing broken products.

Outstanding customer service serves as a competitive weapon. When it is outsourced internally to customer advocacy, customer relationships will suffer.

After-sale support services are a profit center. They become a cost center without appropriate usability, serviceability and maintainability features in a product.

The total customer experience includes all interactions with the company throughout a product’s life-cycle. The sale begins the relationship with a buyer.

10.

All functional groups have a right to customer experience data.

11.

Empathetic, resonant leadership, and not command-and-control management, helps to ensure employee loyalty and in turn customer loyalty.

12.

All functional groups have a right to amplify their effectiveness via knowledge management and sharing of best practices.

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