b'FOGHORN FOCUSLoyalty programs, like the Naples Princess Cruises V.I.P. Rewards, are a great way to keep customers engaged and feeling special. Its a way to let guests know that youre thinking of them on their special occasions and acts as a physical reminder for them of your operation. Lets start with the facts. It is seven times more expensive toengaged, these are moments customers never forget, and acquire new customers vs retaining current ones. A simplewe get to be a part of it all. This is why it starts with our five percent increase in customer retention leads to a 25-95team and needs to start with proper training and com-percent increase in profits. That is a staggering number,mitment from leadership to spend the time and resources making retaining current customers a focus for all busi- to train new employees. How does a new employee know ness owners and marketing professionals. Loyal customerswhat level of service you expect, how to treat a customer, are more likely to repurchase, and 67 percent more likelykey words to use, or what your business story is? Training to spend more than previously. People remember if theythem to know your expectations makes them feel a part of have a good experience, but people talk about it when itsthe family versus simply being an employee. Let them be great. So how do we get them talking and go from a goodproud of where they work and help them share the same experience to a great experience? It starts first and foremoststory you, as a business owner, have built.with your team. Another important way to retain customers is to make it Find a team who love what they do, who are passionate,a point to touch each one. Leave them feeling just a little PHOTO: NAPLES PRINCESS CRUISESand can share your story with customers. Think about it more special than when they walked aboard. Whether that in our profession we get to be on the water and a part ofis announcing a birthday over the speaker, handing out a peoples most important days of their lives. Whether theyjunior captain sticker, or letting a 90-year-old behind the are celebrating their wedding, receiving an employee of thewheel, when you exceed expectations, little things go a long year award, celebrating a 50th anniversary, or becomingway. As Jeff Bezos says We see our customers as invited FOGHORN 28'