This document provides an overview of a four-part series on customer loyalty and outlines strategies for retaining business customers. It discusses keeping competitors at bay by leveraging "cumulative advantage" - making it slightly harder for customers to choose competitors' products after choosing yours initially. It also stresses the importance of understanding customer expectations to improve customer success and retention. The next parts will cover leveraging the relationship between branding and customer loyalty, and key metrics for stabilizing and improving revenue through customer loyalty and experience.

1. Gail Syman Carson
-----
Managing Director,
Marketing & Client Services
Fusion Marketing Partners
Customer Loyalty: CEO’s
#1 Focus to Protect
Revenue in 2018 – Part 1
Unlocking the secrets of
customer loyalty

2. The Path to Stabilizing, Generating,
and Predicting Revenue
10X as much as their first purchase.
…is through Customer Loyalty (CL).
According to
Research shows that loyal customers are worth up to

3. How can you unlock the
secrets of customer loyalty
and leverage the benefits
for your business?

4. 3. Customer Experience
Fortify These 3 Key Areas
1. Competitive Advantage
2. Branding

5. In this four-part series, you’ll get a step-by-step guide to retaining B2B
customers and ensuring your business reaps the revenue and benefits of
customer loyalty.
Your Step-By-Step Guide
1 2 3 4
Unlocking the
secrets of
customer loyalty
Customer loyalty –
the secret weapon
in your brand
B2B Customer
loyalty and
customer
experience (CX)
Three key
customer
loyalty metrics to
stabilize and
improve revenue

6. Let’s start
with the first
important focus in
the series.

7. Keep Competitors at Bay
The folks at the Harvard
Business Review recently
debunked one of the truths
we as marketers thought we
knew about keeping a
competitive advantage —
that staying “new” is critical.
Companies keep reinventing themselves to stay
ahead of the pack. Yet HBR’s recent research using
behavioral science has proven that…
…helping customers make one less choice”
is more valuable than always trying to be
seen as “new” or “improved.

8. The Habit Differential
HBR calls the ability to
keep customers buying
your products or services
“cumulative advantage”.
When it becomes ever so slightly harder to buy the products you didn’t
choose, and that gap widens with every purchase—as long, of course,
as the chosen product consistently fulfills your expectations.

9. Cumulative Advantage Success Story
Our B2B client is starting an extensive
sales asset resource library initiative.
They chose our team to drive this project
Because we:
• were the “familiar
choice”
• were experienced domain experts
• knew their target audience
• knew their message
• knew their style and voice.
We had the proven ability to articulate
their unique competitive advantage.

10. What is Your Competition Doing?
Leverage the Cumulative Advantage today.
Do a competitive analysis of your products
and services and finding out what your
competition is doing to make themselves
a habit.
You may be very surprised at the results, as they are often
different from your perceptions!

11. Leverage Cumulative Advantage
Once you figure out your differentiators,
build an extensive campaign around
them —
Talking about them in your:
• marketing messaging
• email content
• within sales assets

12. The More You Know
The right customer loyalty strategy doesn’t just protect your business.
The better you know what customers expect, the better you can
drive adoption and highlight the value being delivered. This
improves the prospects that a customer will be successful and,
as important, stick around for a long time.
It makes your
job easier.
It creates the kind of
relationships you want
to safeguard.
&
Customer Experience Pioneer
and author Kia Puhm

13. Next up in the CL focus?
1
2
3
4
• Your brand
Read the complete blog: Customer Loyalty:
CEO’s #1 Focus to Protect Revenue in 2018 – Part 1
• Strategies to
capitalize on the
critical secrets of
your CL/brand
partnership
• How brand
correlates to CL

14. About Fusion Marketing Partners
Gail Syman Carson,
Managing Director,
Marketing & Client Services
We Do This:
❖ Brand building/messaging
❖ Website optimization
❖ Content creation
❖ Lead Generation
You Get This:
❖ Much greater levels of awareness
❖ Higher quantities of qualified leads
❖ Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280