Marketing Campaign & Strategic Planning Assignment

Marketing Campaign & Strategic Planning - Assignment Example Once the customer is loyal to a company then an imaginary contract is signed between the company and the customer which becomes hard to break. A loyal customer will be hard for the other companies to influence and in this way loyalty will act as a revenue sustaining agent for the company. Another major benefit of satisfied customers is that they become an un-paid marketing agents for the company’s brand, as they are unintentionally carrying out a word of mouth campaign for the company which further gives a boost to the sales of the company. It is true that a satisfied customer increase the profitability of a company, but a dissatisfied customer decreases it by two folds. It is important for a company to pay special attention to what the customers wants rather than giving them something they hardly value. A dissatisfied customer will always share his/her poor experience with others which will further hurt the brand name. According to an article of customer service facts, a happy customer will share his/her experience with 4-6 people however a dissatisfied customer will tell it to 9-15 people. (Customer Satisfaction Facts) In this way a bad experience of one customer can take away 9-15 possible customers. This high risk of bad mouthing of a dissatisfied customer increases the marketing costs of the company which in the struggle to regain the initial position runs heavy advertisements and promotions to re-capture the place in the customers mind. (Richins et al