Do Your Clients Suffer From Latent Loyalty?

More than anything else, a loyal client base forms the foundation of a successful career in the beauty industry. So when business consultant Jill Griffin spoke about the four types of customer loyalty at a recent American Beauty Association business breakfast, all eyes were
upon her. Griffin defines four types of loyalty: the “no-loyalty” customer is represented by the coupon clipper who goes to whichever salon offers the best deal. Griffin is no fan of couponing since it attracts these no-loyalty types. The “latent loyalty” customer prefers a certain salon but rarely goes, due to either time or financial considerations.

“Inertial loyalty” is characterized by the customer who remains only out of habit. The last and the most desirable type of loyalty is “premium loyalty.” The customer with premium loyalty is a business’s greatest asset; it is this customer who should be nurtured. A technician who can recognize the type of client she’s dealing with can make smart choices about how best to devote her energies.

For more on the subject of customer loyalty, watch for Griffin’s upcoming book from Simon & Schuster, Customer Loyalty: How to Earn It, How to keep it.