User:Craig Godfrey/sandbox

Request review at WP:AFC Godfrey's Theory of Customer Loyalty
Godfrey's advanced theory of customer loyalty specifically outlines the idea that corporations, service providers or suppliers deliberately set out to "get it wrong" in their first interaction with a consumer.

Individuals are hardwired for negativity and research has indicated that consumers are more likely to discuss negative experiences. This is simply human nature for the majority of the population however is not consistent across all cultures.

With the advent of mobile communication devices, Broadband connectivity, online shopping transactions and social media interaction, individuals are constantly expressing opinions, feelings and personal experience to anyone that will listen.

Godfrey's theory of customer loyalty states that corporations, service providers or suppliers have given educated deliberation to their loyalty strategies by envoking an initial negative experience with new customers. The negative element of a transaction ensures high brand exposure both online and by word of mouth, both of which are powerful marketing tools.

By inducing the initial negative experience; corporations, service providers or suppliers are able to ensure new customers fall into their customer care process with the aim to convert this single transaction customer into a long term customer. This is done by; providing excellent customer service, apologising, correcting the problem, perhaps facilitating "next purchase" discounts and making the initial negative experience into an extremely positive customer experience.

This strategy relies on a well defined and confident customer care process and allows the customer to see how the corporation, service provider or supplier deals with supply problems or faulty products. If handled well, trust can be built and this results in the customer feeling more valued and extremely likely to repeat purchase.