By: Christine DeFelice
What’s the secret that keeps loyal fans coming back for more?
My family and I love Apple products, from iPhones to Macs and Apple TV. The real genius for us is how seamlessly everything works together across all devices.
The cherry on the cake is – no ads on any of the devices or security concerns. These are the features that turned us into passionate Apple fans. “65% of the average company’s revenue comes from existing customers.” This is why it’s important to nurture your bond with your loyal customers.
Let’s take a look at three businesses that are leading the way. Imagine writing 5K thank you notes to the early subscribers on your email list.
That is what James Clear, author of NYT bestseller Atomic Habits did. 
The simple act of sending thank you notes can deepen your connection with your customers. Both an email or snail mail thank you notes would be appreciated by your customers.
Whichever method you choose keep it short and include how it made you feel and highlight your appreciation for the time and effort that went into it.
Southwest Airlines is another trailblazer that leads the way in putting their customer first. Affordable airfare sets them apart from the competition.
Southwest has an admirable record of 47 straight profitable years from 1973 through 2019. 
Their secret to affordable fares is a result of wise choices: choosing less-expensive secondary airports, overseeing a uniform fleet, quick turnarounds for maximum flight time, and focusing on popular short routes.
The ”Southwest effect”: their lower fares boosts supply and pushes competitors to cut prices too – that’s a win for everyone.
The benefit? Growing demand for air travel.
Zappos is the last example of a company putting their customers first. They began as a modest online shoe store. Two decades later they’re now offering not only shoes but a stylish line of clothes, handbags and accessories.
This company thrives on a culture of warmth and happiness while also aiming for exceptional customer service. What makes Zappos unique is their customer-centric approach. They have a 365 days Return policy and free standard two-way shipping. This lets the customers chose their preferred shoes and return the rest – hassle-free.
This strategy works like a charm. A generous 50% of their customers come back for more, highlighting that 75% of their revenue builds on loyal repeat buyers. At the heart of their business is their Customer Loyalty team. They deliver stress-free experiences without a hint of upselling pressure.Zappos enhances their Customer Loyalty teams growth through personal and professional opportunities. Team outings, happy hours, game nights and volunteering are common ways they encourage strong bonds among employees.
Tony Hsieh, Zappos former CEO, summed up company values well “What matters is that you have them and you commit to them and align the entire organization around them.