Eugène Schoen

What is a loyal customer ?

How do companies define loyalty ?

As I started this study, I had in mind the definition learned in business school: loyalty marketing regroup strategies meant to convert consumers into customers and to motivate them to stay loyal to the brand, product, service & point of sales.

Thirty interviews later one thing is clear: there is not one but many ways to define loyalty depending on: customers, business models, values, corporate histories.

Image by S p r e s o ♥ (Flicker)

To the question “What is for you a loyal customer?”, managers in tourism & hospitality sector refer to customer satisfaction & service.

Here are some quotes:

  • A loyal customer speaks well of you (public transport / tourism)
  • A loyal customer comes back and recommends you (hospitality )
  • A loyal customer is a friend you don’t know yet (tourism)

When asked the same question, trade company managers (traditional & online) had a more quantitative approach

Here are some more quotes:

  • A loyal customer is in a business relation for a long time (trade)
  • A loyal customer is registered. It’s consumption is tracked  (public transport & trade)
  • A loyal customer is someone with a high retention score (trade)

What is for you a loyal customer ?
I’d be glad to have your feedbacks & comments.

Welcome !


Here are some increasingly important questions:

  • What makes a customer loyal ?
  • What loyalty building strategies help companies ensure customer satisfaction in the present times where consumption patterns as well as customer confidence are evolving fast ?
  • How are used the latest technologies (social media + smartphones + online solutions) in these strategies ?

Nowadays these questions make even more sense !

To get a better picture, I contacted the management of more than 30 companies in the Lake of Geneva Region in Switzerland. Although active in very different sectors (insurance, banking, advertising, tourism, public transport, e-marketing & fashion) all these companies have one thing in common:

  • the determination to satisfy their customers.

Photo by Hélène Quintaine (Flicker)

In this changing world, new opportunities & challenges are appearing in areas such as loyalty building strategies, communication and business development. The conclusions of my study surprised me. They will surprise you too.

Follow this blog & learn more as my future posts will develop these new trends.

Welcome ! Hope you enjoy it !

Eugène Schoen