Proven Strategies to Build Lasting Loyalty (and Keep Customers Coming Back)
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It doesn’t feel controversial to say that it’s now, maybe more than ever, important to lead with a strong customer experience. In today’s market, there’s little patience for a bad time — very few businesses are so indispensable that consumers won’t jump ship and buy from a competitor. Sure, some brands can get away with mistreating — or, better said, failing to “wow” — their customers, but by and large, the best companies deliver the best customer experience, and that isn’t by accident.
Today’s guest, Aaron Weiche, CEO and founder of Leadferno, has a straightforward, easy-to-implement approach to creating a game-changing customer experience. But before we get into that, I want to share a personal anecdote that illustrates that even the so-called “big dogs” don’t always get it right.
A Christmas Peril
Over the holidays, I surprised my kids with a quick trip to New York City for what should have been a fun-filled winter adventure. My oldest son, a NY Giants fan, was about to be spoiled with a trip to see his number one team at home in East Rutherford. My other boy, a hockey fan, was unbeknownst to him, being taken to see the NY Islanders at UBS Arena. We were coming in from out of town, and while I’d never been to either stadium, anyone familiar with professional sports knows that parking can be a nightmare. So, besides our game-day tickets, I jumped on a popular ticketing platform I use regularly — let’s call it “CheatSeat” (to protect their anonymity) — to secure a parking pass and ensure our experience was seamless. Their platform indicated the perfect spot across the street from the venue: the address looked legit, the displayed map marked the spot, and the price was right, so I bought it without a second thought.
What happened next was something out of a travel horror story. After paying, I discovered the actual garage was nearly 12 miles away (near Laguardia Airport) — which, in the madness of New York traffic, may as well have been an eternity away. All I know is it sure as hell wasn’t across the street, or even walkable for that matter.
Immediately, I reached out to CheatSeat to bring this matter to their attention. They have these well-advertised guarantees, so I assumed it would be a quick “Oh, sorry about that — here’s your refund.” Instead, I got stuck in an endless string of challenging conversations, escalations, denials, and wasted time. I was rejected three times, and at the end of the day, I was SOL.
Fortunately, it wasn’t the most expensive ticket — only forty dollars — but the frustration and time spent were worth far more to everyone involved (including the CheatSeat team). Ultimately, they chose to back the fraudulent listing, and in doing so, they lost a loyal customer’s goodwill.
Short-Sighted Decisions, Long-Term Costs
What’s ironic here is that we’re not really talking about $40 bucks. That series of decisions, led by unempowered staff, already cost CheatSeat far more than the price of admission. Besides my wasted time and subsequent move to another platform, they spent who-knows-how-much time emailing back and forth, re-reviewing my claim, and handling escalations — only to deny a refund for an obviously erroneous listing.
Not only does that approach strain internal resources, it also erodes trust. Now that I know I can’t rely on them to stand behind their sales, I’ll remember this experience the next time I look for tickets. Losing a regular buyer — and anyone else who hears my cautionary tale — can be far more damaging than a quick fix.
In short, a simple customer-centric approach — “Sure, here’s your $40; thanks for letting us know” — would have saved everyone a headache and reinforced brand loyalty. Instead, their short-sighted choice jeopardized a long-term relationship. It’s a textbook example of how a bad customer experience is almost always more expensive than simply making things right.
In defense of CheatSeat and others like them, I’m sure they’re bombarded by bad actors seeking refunds all day long. Managing that at scale is undoubtedly tricky. Still, I’m not one of those “the customer is always right” people, but if you can’t take care of your loyal users, I have to question where leadership’s priorities lie.
A quick postscript: The trip was great. The Giants played their asses off after what has honestly been a pretty rough season and won by a bunch. Best game in years, plus 50ºs and sunny in NYC on December 29! Crazy. I ended up buying another parking pass for the Islanders game that was actually next to the stadium (in addition to a good one for the Giants game), and they beat the skates off the Penguins for us. It was a great trip, and despite the ticketing hiccup, we had a lot of fun. Also, we have a 100% win rate when attending out-of-town pro-sports events as a family, so if any team in the NFL, NHL, MLS, or MLB would like a perfect season next year, call me!
A Better Way: 7 Keys to Next-Level Customer Engagement
Stories like mine, unfortunately, happen all the time. I’m sure you have a handful of them in your back pocket — which I’d love you to share in the comments. But it doesn’t have to be this way. By contrast, there are businesses and leaders who prioritize smooth, human-centered communication and build powerful loyalty in the process. One of those is Aaron Weiche, CEO and co-founder of Leadferno, a platform that empowers companies to foster relationships with customers through text messaging. We recently interviewed Aaron on Eggs! The Podcast, where he unpacked seven forward-thinking ideas for fueling your business with better customer engagement. By applying the strategies discussed in the next section, you’ll learn to keep your customers close, your communication clear, and your overall experience a cut above the rest.
7 Strategies for Lasting Loyalty
1. Remove Friction Fast
“Often, when a potential customer arrives on your site or platform, they only have one or two small questions standing between them and a purchase. If you make it easy to ask, you’re far more likely to close the deal.”
The insight: Lower the barrier for questions — through forms, chat, live Q&As — so prospects can quickly confirm what they need and move forward.
2. Offer Flexible Connections
“Solely relying on one, purely ‘live’ channel ties everyone down. But if you add more flexible ways to connect, people can jump in and out on their schedule — and that changes the game.”
The insight: Let customers choose how they communicate — email, chat, social, or phone — so they feel in control and never ‘stuck’ waiting.
3. Be the Easiest Business to Work With
“One of my biggest holy grails is asking: ‘How easy are you to work with?’ That question should guide every decision you make if you want real loyalty.”
The insight: Prioritize smooth, hassle-free experiences — fewer steps, immediate help — to win customer confidence and positive word of mouth.
4. Gain Efficiency Without Losing Personal Touch
“If you’re on the phone, you’re locked into one conversation. But with more adaptable channels, you can juggle multiple customer interactions at once. That’s a huge leap in productivity.”
The insight: Good systems let you handle more queries in parallel while still giving each customer individual attention.
5. Keep It Personable, Not Robotic
“Even if you automate parts of your process, your communication should still feel human — like how you’d talk to a friend — because that personal feel is what makes the difference.”
The insight: Automate wisely but ensure real people step in to deliver empathy, humor, or a tailored response that fosters genuine connection.
6. Centralize Customer Data
“Don’t rely on personal devices or scattered email threads. Keep conversations and records in a shared platform so that if someone leaves, the company still has the full story.”
The insight: When teams have a unified view of customer history, it’s easier to resolve issues, build trust, and deliver consistent service.
7. Guard the Trust You’ve Earned
“If you blast out one-way messages or spam, you’ll break people’s trust. Genuine, two-way engagement should always be the goal.”
The insight: Respect your customers’ time and privacy by sending only relevant, helpful communications that solve problems or add real value.
These principles, drawn from Aaron Weiche’s insights, highlight the universal power of lowering barriers, offering flexible connections, and staying human in every channel. Apply them consistently, and you’ll see how customer experience can turn occasional buyers into loyal fans — and keep your brand growing in the right direction.
Thanks for reading!
— R
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What’s Next?
Next week in The Path Weekly, we’re diving into the world of building businesses that buyers can’t resist. Whether you’re just starting out or scaling up, you’ll learn strategies to make your business attractive to potential acquirers, tips for navigating the complexities of scaling, and how to prepare for the ultimate goal: a lucrative exit. We’ll hear from an expert who has successfully helped thousands of entrepreneurs position their companies for multi-million-dollar acquisitions and learn how you can do the same. Stay tuned for this invaluable guide to mastering your business journey.
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Reading list
Want to learn more about creating a world-class customer experience? Here are some great books that can help you on your path.
- “Never Lose a Customer Again” by Joey Coleman Transform your customer relationships by focusing on the critical first 100 days. Learn how a proactive, nurturing approach turns brand-new buyers into loyal, long-term advocates.
- “Hug Your Haters” by Jay Baer This book shows how to turn complaints into opportunities and win over your harshest critics. It shows how to build customer loyalty by openly engaging with negative feedback and delivering outstanding service.
- “The Convenience Revolution” by Shep Hyken Discover how to outpace competitors by becoming the easiest company to do business with. Embrace convenience as your competitive edge and cultivate loyal customers who value frictionless experiences.
- “The Effortless Experience” by Matthew Dixon, Nick Toman, and Rick DeLisi Explore why delighting customers can be less impactful than simply reducing their effort. Learn to streamline communication and problem-solving, making each interaction clear and hassle-free.
- “This Is Marketing” by Seth Godin Adopt a marketing philosophy rooted in empathy, permission, and trust. Learn to connect with customers by telling authentic stories, building relationships, and creating lasting impact in a crowded market.
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