Insights And Controversies: 20 Quotes About Customer Loyalty

Insights And Controversies: 20 Quotes About Customer Loyalty | Brame

As a business leader, you understand the critical importance of building customer relationships. You are constantly looking for new strategies and tools to help you build stronger, more profitable relationships with your audience.

Customer loyalty is the degree to which your customers are committed to your brand and its products or services.

Long-term customer satisfaction is a key factor in achieving your business goals. It is as critical for large enterprises to keep customers happy and engaged as it is for small businesses that are starting out. Building emotional connections with your customers and creating exceptional experiences at every touchpoint improves customer loyalty and retention rates.

In this post, we share insights into customer loyalty from business leaders across the globe. Additionally, we offer trends and statistics to help you better understand the value of customer loyalty and how it can impact your bottom line.

In this article:

      • We share inspiring and controversial quotes about customer loyalty

      • We look at customer experience trends and statistics

      • We summarize the key takeaways

    20 Inspiring And Controversial Quotes About Customer Loyalty:

        1. Focus On Customer Satisfaction

        1. Build Long-Lasting Customer Relationships

        1. Be Loyal To Your Customers

        1. Be Your Customers’ Go-To Provider

        1. Customer Loyalty Leads To Customer Retention

        1. Inspire Positive Word Of Mouth

        1. Customer Loyalty Is Employee Loyalty

        1. Loyal Customers Are Insistent

        1. Customer Loyalty Is Like Friendship

        1. Earn Customer Loyalty

        1. Customer Loyalty Is About Values

        1. Understand Your Customer’s Perception

        1. Be The Customer

        1. Be Consistently Positive

        1. Customers Care About Their Experience

        1. Customer Service Is Marketing

        1. Loyal Customers Are Like Zombies

        1. Customers Do Not Know What They Want

        1. Invest In Leadership First

        1. Partner With Your Competition

      15 Inspiring Quotes About Customer Loyalty

      1. Focus On Customer Satisfaction

      “Focus on making your customers happy, and your competition will be a distant memory.” – Ositadinma Uwam, Founder at Pi HQ and Member of RevGenius (UK and Nigeria)

      Before founding Pi HQ, Ositadinma Uwam focused on business development for Canadian sales outreach software, Volley. He has also helped companies in Europe, North America, and Africa expand their local and global sales efforts across various industries, including real estate, business-to-business (B2B) technology, marketing and advertising, and venture capital.

      Working with start-ups, mid-market, and enterprise solutions has given him insights into a vast sales landscape and how to approach customer relationship management (CRM) for long-term success. Uwam argues that focusing on your customer first instead of your competition will give you the competitive advantage you seek.

      2. Build Long-Lasting Customer Relationships

      “Customer loyalty means having a base of customers who consistently choose our products or services over those of competitors because they trust our brand and feel valued. It involves building long-lasting, positive relationships that result in repeat business and increased word-of-mouth referrals.” – Jacques Ludik, Founder and Group CEO at Cortex Group (South Africa)

      Jacques Ludik has an impressive, long-standing career in data science, software development, and artificial intelligence (AI). A serial Founder and executive, he shares his learnings on what customer loyalty means and how it is achieved.

      He maintains that the key to winning over your customers is proving your brand is trustworthy. Further, you need to make customers feel valued and build relationships that lead to more purchases. Through continuous positive interactions with your brand, your customers will be highly satisfied and share their experiences with others.

      3. Be Loyal To Your Customers

      “Customer loyalty means that our users continue to use our services and trust us to provide them with the high-quality product that they have come to expect. It is a two-way street, though – we must likewise be loyal to our customers, striving to constantly improve our services and better meet their needs.” – Jacob Lokshin, MBA Candidate at Stanford Graduate School of Business (USA)

      Jacob Lokshin is a former US Air Force logistics professional at the White House. He is currently a Master of Business Administration (MBA) student at Stanford University. During the pandemic, he co-founded a medical supply chain company that was later acquired.

      Lokshin shares that for customers to have continuous positive experiences with your company, you must approach customer loyalty from the other side. Being loyal to your customers – also called being “customer-obsessed” – is how you can fulfill their expectations.

      4. Be Your Customers’ Go-To Provider

      “Holding a position as the go-to provider for a specific product or service signals customer loyalty. This means that customers sift through, or actively ignore, other offerings because yours is favored above those of your competitors.” – James (Jay) Guilford, Founder and Managing Partner at CoWorks Leadership Training Strategists (USA)

      As a leadership development expert, James Guilford worked with the famous Cirque du Soleil to provide corporate training sessions for their teams. His areas of training expertise include client relations, change management, and strategic leadership development.

      For Guilford, a loyal customer is someone who will seek out your product or service in a sea of strong competitors. This means it is imperative for you to find the essence of what your brand offers customers that your competitors do not.

      5. Customer Loyalty Leads To Customer Retention

      “Customer loyalty means that customers will stick by your brand through thick and thin. The more loyalty you have, the more a customer is willing to deal with the shortcomings of your product or service offering compared to your competitors.” – Nick Bricker, Director of Partnerships and Sales at Designity (USA)

      With many years’ experience as a sales executive at start-ups and established companies, Nick Bricker shares his perspective on building a loyal customer base. In Bricker’s experience, loyal customers are more adaptable in situations where your product or service are not up to the standard it should be.

      Such loyal customers are highly valuable, as they help you make your products and services better.

      6. Inspire Positive Word Of Mouth

      “Our definition of customer loyalty would be two-fold. First, the experience with your product and service is so good that they stay with you as long as they can; until they are forced to stop using you. Second, they express their loyalty by personally recommending you to their friends, family, and colleagues.” – Dean Mathews, Founder & CEO at OnTheClock (USA)

      Dean Mathews is a software developer and founded two software companies. He is currently the CEO at OnTheClock – an employee time-tracking platform for small businesses. 

      As argued in Ludik’s quote earlier, Mathews also believes that customer loyalty shows in their recommendations to loved ones. But it is a two-fold process: your product or service must be of such a high quality and standard that customers will not want to choose a competitor over your brand.

      7. Customer Loyalty Is Employee Loyalty

      “In my context, customer loyalty is employee loyalty – one where the employee acts in a way that is best for the company. The employee thinks of the company as their own, and their actions reflect that sense of ownership.” – Stuti Dhandhania, Employee Experience Manager at McDonald’s (USA)

      Stuti Dhandhania is currently an Employee Experience Manager at McDonald’s, working closely with the executive team to make decisions affecting the company’s bottom line. In her role, her clients are the employees. She argues that employees must have strong emotional bonds with the brand to thrive in the workplace. When employees feel valued and connected with the brand, customers will have positive experiences and keep returning.

      Customer Loyalty Is Employee Loyalty | Brame

      Customer Loyalty Is Employee Loyalty

      8. Loyal Customers Are Insistent

      “Loyal customers, they do not just come back, they do not simply recommend you, they insist that their friends do business with you.” – Chip R. Bell, Keynote Speaker and Author (USA)

      Chip R. Bell is a recognized customer service expert and Founder at the Chip Bell Group, a management consulting firm that specializes in customer service and experience training. He has authored and co-authored 24 books, including his latest, Inside Your Customer’s Imagination: 5 Secrets for Creating Breakthrough Products, Services, and Solutions (2020).

      Bell is most well-known for his work on the customer journey and how it can be mapped out. He maintains that loyal customers will not simply continue doing business with you. It also means they will bring new business to you. In this sense, customer loyalty is as much a sales strategy as a customer experience (CX) strategy.

      9. Customer Loyalty Is Like Friendship

      “That sort of thing – helping customers add accessories or software when they are between PC purchases – is what separates the people who understand the customer experience from the people who do not. That shows the difference between offering a great experience and selling a commodity, and that difference turns into real dollars.” – Jerry Gregoire, Founder at Redbird Flight Simulations (USA)

      Jerry Gregoire is the former Chief Information Officer (CIO) of Dell Computers and Vice President of Information Systems for Pepsi-Cola Company. He is most often quoted saying, “The customer experience is the next competitive battleground.” He has also written much about the role of CIOs and the importance of customer experience.

      Gregoire’s frank approach to customer experience in the software industry led to Dell’s rapid growth in the late 1990s and early 2000s. He argues that market differentiation comes down to the extra help you can offer customers when they are making buying decisions. It is about selling an amazing customer experience, more so than selling a commodity.

      10. Earn Customer Loyalty

      “Loyalty is earned, not bought.” – John DiJulius, President at The DiJulius Group (USA)

      John DiJulius is a customer experience expert, keynote speaker, and author of the book The Customer Service Revolution: Overthrow Conventional Business, Inspire Employees, and Change the World (2015).

      He emphasizes that customer loyalty is not something that can be bought with discounts or rewards programs. Instead, businesses must earn loyalty by consistently delivering excellent products and services and building strong customer relationships.

      This requires a long-term commitment to customer satisfaction and a focus on building trust and loyalty over time.

      11. Customer Loyalty Is About Values

      “People do not buy what you do; they buy why you do it. And what you do simply proves what you believe.” – Simon Sinek, Author, Podcast Host, and Founder at The Curve (UK and USA)

      Simon Sinek is a well-known author, book publisher, and motivational speaker. He founded Sinek Partners, a consulting firm that helped organizations develop their leadership and culture. As Founder of The Curve, he is working towards improving policing practices in the USA and beyond.

      The customer experience quote above is from Sinek’s famous book, Start with Why: How Great Leaders Inspire Everyone to Take Action (2011). It forms part of his concept of “The Golden Circle,” which explains how leaders and organizations can inspire others by communicating their purpose and vision, rather than simply their products or features.

      12. Understand Your Customer’s Perception

      “The customer’s perception is your reality.” – Kate Zabriskie, President at Business Training Works, Inc. (USA)

      Kate Zabriskie is a customer experience expert focusing on customer service and communication skills training. She has held managerial positions in the marketing and advertising industry for three decades. Her company helps business leaders and their teams build the soft skills needed to communicate better and understand how to meet their customers’ needs.

      13. Be The Customer

      “I find it quite perplexing sometimes, how someone’s personal customer service expectations do not extend into the actual customer experience they represent on a daily basis. Regardless of the industry, why are some people entitled to better service than they, or their company, are willing to provide?” – Anthony Bartorillo, Head of Business Development and Sales at Gutmann North America (USA)

      Anthony Bartorillo has been in sales directorship roles for over 20 years and is passionate about designing innovative sales strategies for companies. He argues that in order to offer a high-quality customer experience, you must approach every customer interaction as if you are still trying to earn their business. 

      You must apply your own customer expectations to your entire company’s products and services.

      14. Be Consistently Positive

      “Loyalty is built through consistent and positive experiences.” – Dan Gingiss, Chief Experience Officer at The Experience Maker (USA)

      Dan Gingiss is a digital marketing and customer success executive and keynote speaker. He has authored multiple books, including The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share (2021).

      His customer loyalty quote forms part of Gingiss’ WISER Method, which explains how to create customer experiences that are witty, immersive, shareable, extraordinary, and responsive.

      15. Customers Care About Their Experience

      “The biggest mistake businesses make is ignoring CX completely. Why? Because customers care about their experience.” – Neil Patel, Co-Founder at Neil Patel Digital and KISSmetrics (USA)

      Neil Patel is a well-known digital marketing expert. Patel believes that businesses should prioritize not only new customer acquisition but also existing customer experience. Both new and existing customers generate company growth, and their number one concern is their own buying experience.

      5 Controversial Customer Loyalty Quotes

      Pursuing customer loyalty is generally seen as a positive attribute for a business, but some controversial opinions exist.

      These quotes may be controversial because they challenge the conventional wisdom that customer loyalty should be a top business priority. However, they also offer alternative perspectives and insights that could benefit your business approach.

      16. Customer Service Is Marketing

      “Customer service is the new marketing.” – Jay Baer, Keynote Speaker and Founder of Convince & Convert

      A political science graduate, Jay Baer is an author, marketing consultant, and entrepreneur. He founded a digital marketing consultancy that helps businesses scale up their content marketing and customer experience strategies.

      This quote is part of his argument that customer loyalty is not enough to produce the desired word-of-mouth marketing and referrals. It is taken from his book, Hug Your Haters: How to Embrace Complaints and Keep Your Customers (2016). He sees customer complaints as a source of learning and an opportunity to turn non-customers into advocates by responding quickly and effectively.

      17. Loyal Customers Are Like Zombies

      “It is amazing what customers will do for you if they believe you care about them. Because so few companies do, it is easy to rule the entire game if you are just slightly better than what they expect.” – Peter Shankman, Founder at HARO (Help a Reporter Out) and Founding Editor at AOL (America Online)

      Peter Shankman is an entrepreneur, author, and speaker on customer experience and neurodiversity in the workplace.

      In his book, Zombie Loyalists: Using Great Service to Create Rabid Fans (2015), Shankman describes how to use outstanding service to create loyal customers for your brand. The book explains how to exceed customer expectations and delight them with every interaction so that they become brand advocates who spread positive word-of-mouth and bring in more business.

      He also provides practical tips and examples on how to train your employees, communicate with your customers, leverage social media, and measure your results.

      18. Customers Do Not Know What They Want

      “Customers do not know what they really want. They say they want a product, but what really drives business value is emotional attachment.” – Zhecho Dobrev, Behavior Science Consultant and Author (UK)

      Zecho Dobrev is a data analyst, consultant, and author. He surveyed around 19,000 customers to learn what drives value for them. In his latest book, The Big Miss: How Organizations Overlook the Value of Emotions (2022), Dobrev argues that companies frequently misunderstand customer behaviors and miss growth opportunities because of this.

      Customers may seem loyal because of repeat purchases, but this does not always prove there is an emotional attachment to your brand. The secret to customer loyalty is establishing this emotional bond that will stop them from choosing a more affordable or convenient alternative.

      Customer Loyalty Is Emotional Attachment | Brame

      Customer Loyalty Is Emotional Attachment

      19. Invest In Leadership First

      “Invest in your leaders and they will invest in your employees, who will in turn provide superior experience to your customers.” – Blake Morgan, Customer Experience Futurist, Keynote Speaker, Author, and Consultant (USA)

      Blake Morgan is a marketing and customer experience consultant and the author of The Customer of the Future (2019). She suggests that businesses should focus on nurturing a customer-focused leadership team to ultimately create exceptional customer experiences.

      20. Partner With Your Competition

      “You can help customers find what they are looking for from a competitor. This really proves you are interested in taking care of them more than making money on a sale.” – Shep Hyken, Author and Keynote Speaker (USA)

      Shep Hyken is a customer service expert and author of seven best-selling books in this subject area. During the pandemic, he wrote about what businesses can do when a customer wants a product or service that is not available. One of the strategies he advocates is suggesting a competitor that has what the customer is looking for. There is an advantageous way to do this; partner with your competitors so they would do the same in another situation for you.

      Speaking of controversy, one of the most customer-obsessed companies in the world, Amazon, also bears contentions around their customer service and working conditions. Some people say that the company’s focus on low prices and fast delivery comes at the expense of its employees and customer service.

      Critics argue that Amazon’s customer service is often impersonal and difficult to navigate, with long wait times and limited support options. Supporters say that the company’s focus on efficiency and innovation has provided customers with a wide selection of products at competitive prices. 

      They also point to Amazon’s investments in technology and infrastructure as evidence of its commitment to improving customer service.

      It is worth noting that opinions about customer service differ, with some insights providing inspiration and others creating friction around what it means to have loyal, satisfied customers.

      With this in mind, let us look into a few business trends regarding benchmarking and fostering customer loyalty.

      Industry Trends And Customer Loyalty Benchmarks

      Keeping up with industry trends and benchmarks can help businesses stay ahead of the curve and adapt to changing customer expectations. Studying what other companies in their industries are doing to improve customer loyalty can be helpful for your own business context.

      Customer Loyalty Trends

          1. Personalization and customization: Customers are increasingly expecting personalized and customized experiences from businesses. According to a 2018 study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Businesses that are able to tailor their offerings to individual customers are likely to see increased loyalty and retention rates.

          1. Digital channels: With the rise of ecommerce and social media, customers are increasingly using digital channels to interact with businesses. According to a 2020 McKinsey report, 80% of customers desire and expect personalized digital experiences.

          1. Sustainability and social responsibility: Many customers are prioritizing businesses that demonstrate a commitment to sustainability and social responsibility. According to research by Nielsen IQ, 66% of global consumers are willing to pay more for sustainable brands, and 55% are willing to pay more for products that come from socially responsible companies.

          1. Omnichannel experiences: Customers expect seamless experiences across all channels, including in-store, online, and mobile. According to a 2019 study by Harvard Business Review, the top three drivers of customer loyalty are exceptional customer service, digital access, and ease of use.

        Benchmarking Customer Loyalty

        In terms of customer loyalty benchmarks, there are several metrics that businesses can use to track and measure their success in this area. These include:

            1. Net promoter score (NPS): NPS is a metric that measures the likelihood of customers recommending a business to others. A high NPS score indicates strong customer loyalty and advocacy.

            1. Repeat purchase rate: This metric measures the percentage of customers that make multiple purchases from a business over time. A high repeat purchase rate indicates strong customer loyalty and engagement.

            1. Customer Loyalty Index (CLI): CLI asks customers to rate their experiences on a scale of 1–6, creating a composite score to assess overall satisfaction.

          Learn more about measuring customer retention and loyalty.

          By keeping up with industry trends and tracking these key customer loyalty metrics, businesses can better understand their customers’ needs and behaviors. This will help you develop more effective strategies for building loyalty and retention at your company.

          Key Takeaways

          It is clear that focusing on customer loyalty is beneficial to your business. Learning how various business owners and leaders approach customer experience reveals the many faces of customer loyalty. There are three main takeaways from the quotes on customer loyalty shared in this post.

          3 Takeaways On Customer Loyalty:

              • Building customer loyalty is critical for businesses to achieve long-term customer satisfaction and retention.

              • Business leaders across the globe emphasize the importance of focusing on customer experience, building long-lasting emotional connections, and being loyal to customers.

              • Trust and positive interactions with the brand are key to winning over customers and achieving true customer loyalty.

            We recommend leveraging these insights and strategies to improve your customer loyalty programs and drive business success.

            Learn more about using Brame for your customer loyalty program.
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