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Treating older employees well may increase loyalty among younger workers.
"If you can lose callers over a bad call, you can increase loyalty with a good call," Mr. Anton said.
The main advantage of this is didactic; it is believed to increase loyalty and to educate the work force about the commercial circumstances within which the company operates.
Sky can carry many more high-definition channels, which should increase loyalty; viewers who become used to HD find it hard to give up.
But after many buyers grew frustrated with flaws in the system, known as MyFord Touch and developed with Microsoft, Ford's quality ratings plunged and a feature meant to increase loyalty instead damaged perceptions of the company.
Media company executives like to spin webs of brand extensions around their customers, thinking that plastering the name of their magazine or network on a line of tools (as Better Homes and Gardens has done) or the eyewear (Cosmopolitan magazine) will increase loyalty and revenue.
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A great reputation leads to increased loyalty from both employees and customers, which brings real bottom-line benefits.
Customers who pay bills online "have increased loyalty to the banks," according to Greg Cardinali, Wachovia's vice president of product management for online services.
Yet it has had the desired effect of boosting new broadband customers and increasing loyalty among existing customers by giving the channels away free.
Beacons can also help a retailer recognise, reward and understand its best customers, increasing loyalty and building a stronger relationship with them.
Williams adds that companies investing in this kind of learning and qualification for their staff get a great return – employees with improved knowledge, and with an increased loyalty to a business that values them.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com