Posted by

Cintia Miranda Cintia Miranda
This e-mail address is being protected from spambots. You need JavaScript enabled to view it

edge contributor



Agency angle: What makes a loyal customer?

Rate this item
(0 votes)

It stands to reason that when prospects finally reach the sale stage after months of careful nurturing, they're pretty well-informed (and confident) about what they're buying. The trick, though, is keeping them satisfied after that first sale so that they keep coming back for more, and become brand ambassadors. Loyal customers stick around because they find value in their experience be it the product or service by itself, convenience, price, customer service or simply a combination of all the above. 

Here's a personal example. Whenever I visit friends in a certain small town, I always make time to visit a local Italian bakery. It's not the only bakery in that town in fact, there are a tea-and-scone kind of caf and a specialty sweet shop on the same street. This particular place, however, has made my list of never-fail favorites for several reasons: 

  • Novelty. In a location not known for ethnic diversity, an authentic Italian bakery offers a unique experience. I was intrigued not only by the unusual baked goods on display, but also by the idea of getting both a product and service I probably wouldn't find anywhere else in my neighborhood.
  • Quality. As a leisure chef myself, I'm particular about what goes into my food. One bite into a traditional cannoli was enough to tell me that I'd stumbled into something really good and sure enough, these bakers turn out a brand new selection each morning, right there in the shop. It's worth a little extra money to know that I'm getting fresh products made from real, natural ingredients. 
  • Variety. Since the baked goods are fresh each morning, the items in the case change from day to day. Even if it's just a switch in the flavor of the cannolis, I know that every time I stop in, I'll be sure to find at least one delicacy I haven't tried before. 
  • Accommodation. The bakery also offers catering services with a full range of cuisine not just desserts, but breakfast breads, soups, appetizers, and classic entrees as well. It's a great convenience to be able to pick up an order of raspberry twists or Stromboli on the way to a party and while I'm there, maybe a special treat for myself later on. 
  • Presentation. It probably goes without saying that the wares in this bakery are attractively decorated  elegant, savory, and enticing. More than that, though, the shop is warm and colorful, and although the kitchen lies in full view right behind the counter, it's impeccably clean. The bakers take pride in their entire image. They care, and that makes me want to come back for more. 
  • Friendly service. Coming from a family of Italian bakers, the shop's owner knows her stuff. Not only can she bake to perfection, but she enjoys her work she's happy to answer any questions about the goods or their history, or even tell a story or two about her culinary childhood. It's a winning blend of expertise and congeniality. I always feel welcome and comfortable about my purchase, no matter what it is. 
  • Atmosphere. A cozy bakery and a smorgasbord of fresh, warm treats on a cold day. Need I say more?  

There are larger, better-known food vendors in the area, but though I've patronized them all, this little Italian bakery holds my loyalty. They didn't just sell me on my first visit; they've provided a consistently satisfying customer experience a perfect balance of quality products, service, and accessibility that keeps me going back. 

What earns your loyalty as a customer? Learn more about how you can create an effective, lasting impression of your brand from our free checklist at


The Maine Edge. All rights reserved. Privacy policy. Terms & Conditions.

Website CMS and Development by Links Online Marketing, LLC, Bangor Maine