Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships

True Loyalty

Tuesday, November 4th, 2008

I’d like to hear your comments on my latest newsletter, True Loyalty.

As I mentioned in my last post, I’m at the 2008 Loyalty Expo in Orlando, where 500 professionals are gathered to discuss the latest ideas in customer loyalty. My keynote speech this morning focused on True Loyalty, where I encouraged the audience to evaluate their loyalty efforts not by the number of transactions these efforts generate, but by how they create customer relationships.  I closed with a story from a recent newsletter, called Turning Customer Loyalty Upside Down, describing how loyalty in a We relationship is a two-way street.

Creating True Loyalty is especially important in tough economic times. Most companies have significant untapped potential in their current customer base.  (See my recent newsletter, The Apple Farmer.)

Is your company focused more on transactional loyalty, or are you heading in the direction of True Loyalty?

Posted in We relationships | 10 Comments »

What are your customers loyal to?

Friday, October 31st, 2008

I’m preparing my keynote speech for the 2008 Loyalty, Incentive and Reward Expo, this Monday, 11/5, in Orlando.

Among the many issues I’m thinking about, ponder this one:  Are your customers loyal to your promotions, or loyal to their relationship with you?

(Do you think this is a major issue? I do.)

Posted in We relationships | 3 Comments »

books

Steve’s Books

"When Steve Yastrow writes, I pay close attention"
- Tom Peters

"I had to buy two copies. The first one is so dog-eared and underlined I couldn't read it any longer."
- Seth Godin

Steve is the author of Brand Harmony and the newly published We: The Ideal Customer Relationship. Learn more and order direct from our Products page, or from Amazon.

Steve in the News

Chicago's Daily Herald features a business editorial discussing the importance of We customer relationships in today's economy.

Microsoft's Retailspeak asks Steve how recalibrating for today's economy can help retailers thrive.

About Steve Yastrow and Yastrow & Company

In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.

Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."

For more information, see our About page.