All Integrated campaigns need to focus on the Customer. Let’s have a look at some key aspects of this.

Focus on Customer Loyalty

Customer loyalty is a deeply-held commitment that causes a customer
to purchase a preferred product or service repeatedly, despite other
influences and competing marketing efforts designed to encourage
them to switch.

Customer loyalty is important: research suggests that
it is more profitable to sell to an existing customer than it is to recruit
a new one. Loyalty experts say that acquiring a new customer is five
times more expensive than retaining an existing one.
However, not all ’loyalty’ is good.

Inertia can be a factor, as can the
hassle of changing supplier.

But in general, customers stay loyal and
‘repeat buy’ because they are happy with the ‘value exchange’ involved
in purchasing a particular product or service.

Focus on Customer Satisfaction

Customer satisfaction is the extent to which the perceived
performance of a product or service meets customers’ expectations.
The author Piercy (2000) categorises customers into four groups when it comes
to satisfaction:

• Satisfied stayers – Will stay with the company through thick and thin, even when logic dictates otherwise.
• Wanderers – Are satisfied but fickle.
• Hostages – Stay, despite being dissatisfied, through habit, inertia or supplier monopoly.
• Dealers – Are unhappy generally, shop around and may or may not return.

However, satisfied customers are the very least marketers should settle
for, and many aspire to create’delighted’ customers.