Competition in the globalization era is increasingly hard. The company that can survive is a company that has the ability to increase customer loyalty. Sustainable customer loyalty is the competitive advantage key for a company. That's why I show you Basic Customer Loyalty Concepts in this article.


Not just efficiency, market share, customer satisfaction, customer retention, zero defection, but also customer loyalty should be a focus of concern of the company. Why? Intense competition affect the company is difficult to increase the number of customers, enter new markets on the other hand also requires considerable cost. A research states that the cost needed to get new customers six times greater than the cost to retain customers. Therefore, company should focus on customer loyalty.


In general, marketer want that customers who are created by him can be sustained forever. This is not an easy task. Marketer need the right strategy and innovation in implementing marketing programs to achieve that.

Customer loyalty will be the key to success, not only in the short term, but the advantage in the long run. Customers are being loyal because satisfied and want to continue purchasing. Customer loyalty is a measure of the proximity of customers to a brand. Brand becomes top of mind; a deep commitment to brand is forcing customers to choose that brand when making a purchase.

According to Andreassen, if the product is not capable of satisfying the customer, the customer will react by way of an exit (stop buying the product) and voice (expressed dissatisfaction directly to the company). The general formula for this: satisfaction is directly proportional to loyalty.

To build customer loyalty, many challenges to face and takes a very long time. But, if you want to be a winner, you must live it consistently. Why? Because many of the benefits will be gained from it.  I will explain the benefits below.

Benefits of customer loyalty for the company

-Reduce marketing costs
As I wrote above, to get a new customer costs greater than to retain customer. Those costs include the cost of advertising through various media, other promotions, the cost of education to prospective buyers, and so on. Therefore loyal customers can reduce marketing costs.

-Trade leverage
A product with a popular brand and has a loyal customer will make the distributors and shop owners to give greater space compared to other brands. Even if there are prospective buyers who want to ask about a product, they will be offered that brand. So the brand will be purchased by prospective buyers.

-Word of mouth
Customers who are loyal to certain brands would be willing to tell the good things about the company and its products to others. This is far more persuasive and effective than advertising.

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