by Matt Alderton | March 18, 2015
Customer loyalty isn’t just for restaurants and retail stores, although many of them have masterful loyalty programs. Equally, it’s important for virtually every business in any industry — including meetings and events.

“It’s tempting to concentrate on making new sales or pursuing bigger accounts. But attention to your existing customers, no matter how small they are, is essential to keeping your business thriving,” explains, which says the key to customer loyalty isn’t discounts, but rather frequent — and personal — communication that keeps your business top-of-mind.

A phone call works. So does a birthday card. The more personal the communication, however, the more loyal the customer. For example, recommends personal, handwritten notes sent frequently to long-time clients. For a luggage company, for instance, it suggests the following: “I was just sitting at my desk, and your name popped into my head. Are you still having a great time flying all over the country? Let me know if you need another set of luggage. I can stop by with our latest models anytime.”

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