Engage deeply

THIS WEEK'S TOPIC: How might businesses build brand loyalty and keep customers in today's marketplace?

Sujith Sivaram Managing Director Esco Pte Ltd

Maintaining intimacy with the customers is the key to retaining brand loyalty. Just as in a marriage, companies have to kindle the affiliation that initially brought the customer to them - keeping in touch; keeping them informed of developments; reassuring them of the value they are getting vis-a-vis their other options and making them feel special with random acts of love, be it through special promotions or privileges.

In B2B relationships, it is necessary for companies to ensure that relationships transcend a single employee or sales person …