Building Customer Loyalty: Making Customer-focused Decisions

Customer expectations have been encouraged to rise since the early 1980s, when the book In Search of Excellence by Tom Peters and Robert Waterman highlighted the need for greater focus on and consideration of the customer. Further, the Internet poses difficult strategic challenges for businesses wanting to use it to build customer loyalty. It has given customers a taste of fast, flexible, tailored, cost-effective solutions. It is often applied to deliver customer value and meet customer needs in a highly-competitive environment. As a result, the better the service customers receive and the more they are courted, the more they will expect in the future.