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The Coates Perspective

Gaining Customer Loyalty May Be Easier Than You Think

The Coates Perspective for February 5, 2013
“Steering Organizations To New Horizons.”
When we decide to add value to others, everyone wins

One of the best ways to secure customer loyalty is to provide the kind of service that far exceeds what was promised. Some call it “adding value.” This principle of giving added value often surprises people because they have become accustomed to being taken for granted.

Before we make a strategic decision to give more than we have promised, it is important to know what our people value; not what we “think” they value. How does a leader know? He or she learns to ask good questions and listen. God gave us two ears and one mouth for a reason. We need to learn to listen as twice as much as we speak.

Author and speaker John Maxwell says, “As leaders, how do we know and relate to what our people value? We listen. Inexperienced leaders are quick to lead before knowing anything about the people they intend to lead. But mature leaders listen, learn, and then lead.”

Here is the take-a-way for the leader who desires to add value to others. How is it done? What does a leader have to do in order to add value to others? Here are a few suggestions:

1.     It begins with a decision to lead as a servant. Some call it “servant leadership.” There are far too many leaders who believe the world revolves around them.

2.     The leadership decision to add value to others is sustained by an on-going effort to remain committed to the task. Good leadership is never swayed by convenience but by conviction.

3.     You will never really know what others need until they know how much you care. If they believe you do not care, they will be convinced that you are not for them and will “use” them. Once they begin to experience your commitment to add value to them, they will open up to you. This will allow you to build an authentic relationship built upon trust with them, further enhancing your ability to serve them.
You’ve read my perspective. Now, I’d love to hear yours. What are you thinking? How does your organization add extra value to your clients?
If you need help working through the process consider using the resources at Coates and Associates, Inc. We would consider it an honor to visit with you about developing a process forward.

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