Introduction

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CHAPTER SEVEN: BUILDING LOYALTY

Introduction

While discounts and rewards/loyalty programs add value, they aren’t the only currency when it comes to loyalty. What’s ultimately most effective may be the quality of customers’ experiences. Restaurants that build genuine customer loyalty through exceptional service and by creating connections with customers will find that those relationships not only help insulate them in tough times – they will carry them into the future. It’s important to:

• Understand the power of genuinely loyal, committed customers and how to nurture them.

• Make customers feel valued and respected – and get to know them.

• Provide employees with incentives and resources to deliver the best possible service and nurture their loyalty as well.

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices Power Buying: Prime Vendor
	Chapter Two: Technology Matters Introduction Feedback on the Fast Track Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Technology Customers Value Most
	Chapter Three: Saving Green Introduction Save Your Energy Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Introduction Keep the Focus on Training Learning to Let Go: Trimming Your Workforce Legal Sidebar Cutting Labor Costs Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Introduction New Age Marketing: Social Networks and Cell Phones Sales Forces How To Sell More in a Slow Economy Communicating with Cautious Customers
	Chapter Six: Consumers and the New Value Equation Introduction New Deals: Value and Cost-Conscious Consumers Opening the Door to More Business Industry Outlook
	Chapter Seven: Building Loyalty Introduction The Power of Committed Customers The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members”
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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