Turning Customers Into Loyal Customers: And Loyal Customers Return — Again and Again, By Ron Kustek

FEATURED COLUMNIST Turning Customers Into Loyal Customers

And Loyal Customers Return — Again and Again

The question is how do we first turn our customers into happy customers, and then get them to be loyal customers? The key is in understanding this is a 2-phase process which requires us to know our customers as much as possible, and that they understand how we value them for who they are, thankful for them visiting our business and buying from us.

Whether you sell online or in a physical store, or both, knowing details about your customer is the first part of making them happy. A customer is a relationship, and to use a dating analogy — on your first date you don’t know that much about the other person, so you ask questions. You ask questions to get to know them, what do they like or not like. So getting to know what your customer likes or dislikes is extremely important.

And we cannot make assumptions. Just because they smiled and bought a service or item from you doesn’t mean they’re going to be happy when they get home to use or wear their item. If they leave with a smile, whether that’s from your website, restaurant or storefront, how do you know they’re smiling beyond that post-purchase moment?

Studies show if someone has a good experience with your business, they’ll tell on average 4-6 people. If someone has a negative experience with your business, they’ll tell 12-16 people! It’s critical to know how each customer feels after they’ve bought and left your business.

That’s why establishing a connection — a relationship with each customer is so vitally important. And to keep with the dating analogy, just because the other person smiled after your date doesn’t necessarily mean they had a good time (sorry).

But unlike dating, we can survey our customers directly, we can thank them for their review and/or we can interact with them on social platforms once they’ve shared pictures of their purchase. This is all part of what is known as “Customer Relationship Management.” • Emailing Customers: Collecting customer emails is still a very important marketing and communications tool for your business. You can have customers opt-in to your email list from your website, or you can collect their email or text info from an intake form or quick survey given to them during their purchase.

You’ll need to collect customer emails and commit to using email for thank you messages as well as emailing newsletters that provide helpful, relevant and valuable information each time you email your customers in the future. • Review Thanking: This is also a much-needed step in developing your relationship with each customer, especially those that post reviews. If they spent the time and effort posting a review, either positive or negative, you will need to put forth an even greater effort to thank them for their review or offer assistance in resolving any issue they’ve posted. • Social Platforms: Similar to reviews, if your customer has been especially happy with their purchase, they will likely be sharing that experience with their friends on twitter, Instagram,

Snapchat or Facebook depending on which platforms they favor (which you’ll know from the customer survey you’ve done). Being able to know when and how you’re being talked about is extremely important, as you can engage publicly with your customer — both current and future — because all will be seeing how you gratefully respond. And remember, being conversational and thankful is the best approach, resisting the urge to be self-promoting.

There are companies that can make parts of this process much easier with the help of their software tools. You may be using SQUARE for your credit card processing, and they offer a suite of helpful customer management tools so you know when each customer last made a purchase, what they bought, how much they spent and how loyal they are.

Another company is FiveStar, which uses a customer’s phone number each time they ‘sign in’ to your business, so you are able to track their purchase history. This allows you to communicate with customers to develop their loyalty by offering

By Ron Kustek

return customer discounts and more, all via text messages instead of email.

Customer loyalty happens over time, and develops with multiple contacts and experiences between business and customer. When you begin viewing each customer as the most important asset of your business, you’ll be on your way to better understanding how to keep them satisfied and returning today, tomorrow and into the future.

•••

Ron Kustek is a former senior marketing executive at The Coco-Cola Co. and entrepreneur who currently teaches business at Cabrillo College. Contact him at RoKustek@Cabrillo.edu.

World Series

ACROSS

1. Locker room infection? 6. Vow at #41 Across 9. Smoke plus fog 13. Veranda in Honolulu 14. Salmon on a bagel 15. Hindu religious teacher 16. To the left, on a boat 17. Hula dancer’s necklace 18. Cheryl Strayed on the

Pacific Crest Trail, e.g. 19. *Winningest World

Series team 21. *Infield shape 23. Acronym, abbr. 24. Make or break, e.g. 25. Repellent brand 28. Minimal distortion 30. Loathes 35. Make children 37. Low-____ diet 39. Cry of the Alps 40. Swarm like bees 41. Location of #6 Across vow 43. Tiny piece 44. Lack of intestinal movement 46. Siren’s song 47. Buffalo lake 48. Makes sense, 2 words 50. “Aid and ____” 52. “Game, ____, match” 53. Like time with Bill

Maher 55. Road, in Rome 57. *Current baseball champions 61. *Won in NLCS or

ALCS 65. Mode of communication 66. “____ Now or Never” 68. Styluses 69. *____ Martin, 5-time World Series champion 70. Bad-mouth 71. Upright in position 72. Let it stand, to proofreader 73. Is, in Paris 74. Rodeo rope

DOWN

1. Kill 2. Spanish appetizer 3. Any minute, arch. 4. Winter cover 5. Of advanced technology, colloquially 6. Bad wishes 7. Buck’s partner 8. Nitrous ____, a.k.a. laughing gas 9. Sink or this? 10. Type of shark 11. Damien’s prediction 12. To put a girdle on 15. Showing signs of wear and tear 20. Writer ____ Jong 22. Retirement plan acronym 24. Like a Zoom session 25. Port of old Rome 26. *____ of dreams? 27. Let out of jail 29. *____ Classic 31. *Runner’s destination 32. Frankincense and myrrh, but not gold 33. Adjust, as laces 34. Between rain and snow 36. Outback birds 38. Prickle on a wire 42. “Super” Christopher 45. Definitely 49. p in mpg 51. Glittery decoration 54. Digression 56. Bone hollows 57. Young female socialites, for short 58. Fail to mention 59. Earnhardt of racing fame 60. Coating of aurum 61. Attention-getting sound 62. Pirates’ affirmatives 63. *ALCS counterpart 64. *Nickname of Red Sox manager who won two

World Series 67. “____ the season ...”

In studying astrology one becomes very aware of the seasons, each one bringing subtle change to our world. These seasons are governed by the planets, stars, sun and moon. They guide humanity and all of nature by a rhythmic cycle of light and dark, growth and rest.

Another rhythm began last Sunday, September 26th– the rhythm of Mercury retrograde. This is our third and last Mercury retrograde for 2021. Mercury is retrogrades in Libra until October 18th.

The significance of this retrograde of Mercury is Libra, sign of deep intimate relationships, marriage, interaction with others, partnerships, diplomacy, balance and our social identity. Libra points out the duality and polarization within relationships and under Ray 3 (a star in the Big Dipper), Libra represents our intelligence, our ability to be democratic. Esoterically, Libra rules finances and the economy. All of these may be challenged during the retrograde.

With Mercury retrograde in Libra (air sign, thinking sign), we turn inward, assessing all that Libra rules. We become aware of miscommunication, misinterpretations and misinformation with our intimates, closest friends and partners. Conflicts with others arise, there are challenges, social cues that may be missed, messages lost or forgotten, a struggle to express ourselves clearly. Mercurial themes are thinking, talking, gathering and offering information. Libra is all these with the “other”.

When we have the knowledge of how astrology works and how it will affect us, we then are able to work with the planets efficiently and effectively. How we do this is through observation of our lives and the best observation can be done during Mercury retrogrades.

During the retrograde (when everything can be reset, rearranged, reviewed, revisited, resolved) we make a point of remaining emotionally and intelligently balanced, poised, always observing self and others. We also give the benefit of the doubt to others. Everyone is experiencing the Mercury retrograde. But only a few understand it enough to work with (and not against) the retrograde energies.

We remember too, Shakespeare’s words, “All the world’s a stage, each of us playing our part.”Let our part be the bright more charming side of Libra — that of balance, goodwill, harmony and beauty — that which humanity longs for.

ARIES

Mercury retrograde is moving through your house of partnership and marriage. Notice any conflicts impatience or misunderstandings. Notice thoughts and feelings concerning all partnership and relationships. Rearrange yourself so that harmony is the goal, not conflict. If anyone has wedding plans during the retro dates, it’s best to postpone the celebration. One does not want a Mercury retrograde marriage unless both partners were born with Mercury retrograde natally, which means they communicate telepathically.

TAURUS

During the retrograde, Mercury will be moving through your sixth house of everyday living. The sixth house rules health, service to self and others, small animals, diet, gardens, routines and daily work. It is important to focus on nutrition, how one tends and cares for the self. Be aware of the health of one’s animals, too. Be sure your daily routines are balanced between health and on work that is gratifying, rewarding and fulfilling. You need a bit of enchantment.

LEO

As Mercury retrogrades through your third house of thinking and communication you may find yourself walking a bit more, traversing neighborhoods, camera in hand. You may also seek to understand how what you learned a child affects your present life. Attempt to bring balance to friend and sibling relationships. Notice if your use your hands more. You consider what thoughts and aspiration have brought you to this moment in time. And gain clarity about your authentic friends, collaborations and ambitions. At the end of the retrograde, blinders are removed from your eyes.

VIRGO

In this Mercury retro in Libra, your values and resources are assessed. Also, your need to see the self as valuable. You may notice your need to rest more, seek comfort and calmness, not push your will so strongly. You may seek more in-depth personal communications with those you care about. Feelings may appear that are unexpected and a sense of Venusian stillness and composure may arise. Your imagination may take hold and all things hidden away within may surface. An important choice also will be made.

SAGITTARIUS

Mercury retrograde will traverse your house of groups, friends, hopes, wishes and dreams. It’s a perfect time to review these things. Who are your real friends? What groups do you belong to? Do they further your hopes, wishes and dreams? What ARE your hopes, wishes and dreams? Is your technology up to date? Notice if anything technological just stops working! Alternate sources of information may pop up unexpectedly. Study them for their usefulness. Stay in the heart, Leo. There isn’t anything else to do!

CAPRICORN

Mercury retrogrades in your house of work in the world, how you’re recognized and it concerns the master plan for your life. You may need to ask others to assist you in completing previous tasks. You may be impatient, too, feeling the need to direct everything. However, that will be impossible. You are used to doing things by yourself, being your own boss, taking the reins. However, before the new can come forth everything concerning your world of work needs cooperation from others. Assess this so a re-balance can come forth.

GEMINI

The Mercury retrograde takes your creativity inward, offering you the opportunity to explore different future pathways, imagine new directions and points of view. It calls you to be flexible and fluid so you can assess the last three months events and what may be in store the next three months. Nothing limits your ability to dream, visualize, imagine plans for the future. It’s important to explore ways to bring more of your creativity to light. I always thought you and Aquarius might have a found-art gallery. Try to recapture childhood spontaneity.

LIBRA

Mercury retro in Libra will be in your first house (Aries house) of self-identification and purpose. During these difficult times, has your awareness of self and your abilities, or your sense of purpose changed? Do you find yourself more courageous, more risk-taking? As the retrograde progresses you may need to slow down, rest more, evaluate who you thought you were and who you might be now. A change has occurred within and the retrograde will introduce you to your “new self.” Practice a bit of reverie now and then.

AQUARIUS

Mercury retrogrades through your house of journeys, justice, and the law. We are all asked to take your blinders off and look around. Our world is in a state of conflict and chaos and since you are the messenger from the future, it’s important to recognize inner work is needed. You are to research the truths humanity needs to know in order to survive. Everything will slow down so you can do thorough work of study and research. You are and will be called to put on the professor hat soon. Get ready.

CANCER

This Mercury retrograde will offer you the opportunity to be out and about in the world offering your talents, gifts and abilities. You will, however, also long to be home, while being very aware of inner emotional shifts, feelings of missing someone or something, and focus upon all inner needs. New patterns of creativity are taking shape. You may also consider a reorganization of your home. Is the daily work you are doing offering enough creative opportunity? New aspirations emerge.

SCORPIO

The Mercury retrograde will be in your house of mystery, religion, things hidden and veiled, which offers great refuge. During Mercury retrograde review and assess what religion or spirituality means to you. Perhaps you long for vision, hope, for refuge and a place for the mystical to be revealed. Mercury retrograde is offering the sounds, colors, tones, and beauty of harmony and balance. Scorpio and Pisces are like sibling - one the Disciple, the other the Savior. You need each other. Do daydream a bit more. Dream about the future. •••

PISCES

Mercury retrograde travels through your Scorpio house of deep dark secrets, of puzzling things and mysteries and it calls you to gather your wisdom and your strategies to understand them. Uncovering secrets helps us create security and safety and truth in our daily lives. You have the wisdom needed to navigate our present difficult times. You will need patience, more courage than usual. In between your warrior work bring to all relationships tender loving care. They, too, may be on a “precipice.” “Student Loan Debt” from page 24

These agents allegedly feigned an association with the U.S. Department of Education and, without authority to do so, guaranteed borrowers enrollment in programs to lower their monthly payments and result in loan forgiveness. If borrowers became suspicious or unsure, the agents would allegedly apply more pressure by implying that their company was the only way to enroll in these plans and that their offers only applied for a limited time.

By leading victims to believe they were with the U.S. Department of Education or that they were a commercial entity with the power to acquire loans or enroll students in a federal loan forgiveness plan, the call centers allegedly led borrowers to divulge personal identifying information and then used that information to access and make changes to borrowers’ Federal Student Aid accounts without consent. Allegedly, many victims also unknowingly signed a third-party authorization form or a power of attorney agreement that purported to give the thirdparty debt relief centers authorization to make decisions on their behalf.

Each victim paid — or was scheduled to pay — the third-party call centers upfront fees and additional monthly fees totaling over $1,000 for services federal loan servicers provide at no cost. Most victims believed these payments were being applied by the third-party call centers toward their student loan debt when, in reality, they were not. This belief led many of the victims to stop making their monthly payments on their actual student loans, which resulted in late payment notifications, increased loan balances, and sometimes, defaulting on their student loans.

Bonta reminds all federal student loan borrowers that the U.S. Department of Education and its federal loan servicers never charge any fees to qualify borrowers for loan forgiveness programs, change repayment plans, lower monthly loan payments, consolidate multiple loans, postpone payments due to temporary hardship, or get loans out of default.

Visit www.studentaid.gov/resources/ scams for more information about how to avoid student aid scams.

The case was investigated by the Orange County Sheriff’s Department, the U.S. Postal Inspection Service, and the U.S. Department of Education’s Office of the Inspector General. The California Department of Justice’s eCrime Unit will handle the prosecution.

DOJ’s eCrime Unit (https://oag. ca.gov/ecrime) investigates and prosecutes large-scale, multi-jurisdictional criminal organizations, networks, and groups that perpetrate identity theft crimes, use an electronic device or network to facilitate a crime, or commit a crime targeting an electronic device, network, or intellectual property. n •••

It is important to note that a criminal indictment contains charges that must be proven in a court of law. Every defendant is presumed innocent unless or until proven guilty.