about pohlyBuild Your Customer LoyaltyFind out how Coca-Cola won in the loyalty wars in the September issue of FuelBOSTON, September 7, 2007 — How do you really know your customer? customer communications leader The Pohly Company, talks about getting to know your customer in its September marketing newsletter Fuel. Fuel provides unconventional wisdom to power your customer communications. In the September issue of Fuel, Jack Stahl, former president of Coca-Cola is interviewed on how he engages his customers and builds customer loyalty. Stahl believes you need to broaden your customer relationships with other services. At Coco-Cola, he routinely talked with his customers about supplying them with demographic information or specialized studies that would help them better understand their end consumer. He took the customer relationship to the next level. When asked how much time a company can realistically spend getting to know its customer, Stahl stated, “While it does take time, I think it can happen by being with your customer in their retail stores, for example, or in their operating environment or their manufacturing environment. Also, in every interaction, every sales call, you have the opportunity to learn.” Stahl would also check in with his top 100 customers from time to time while working at Coco-Cola. “A phone call doesn’t take a lot of time, but it says to the customer that you care about their business and that you are, in effect, part of their team as they work to grow their business.” About The Pohly Company |
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