Continuous improvement is a practice commonly used by companies within its global innovation strategy. However, continuous improvement should also be considered by marketing managers, as it can become an effective strategy to build customer loyalty.

Continuous improvement may comprise different types of practices:

  1. The regular offer of new products or services.
  2. The implementation of new functionalities and benefits to traditional products and services.
  3. Ongoing improvements in the performance and efficiency of existing products and services.

Some companies make of one or more of these practices their main weapon to build customer loyalty and, in turn, attract new customers. Here are three examples.



Accessing this professional social network is always a surprise. Unexpectedly, you may find that your professional profile or your company page can include new information, images or videos, being thus more interesting and appealing. You may also find that from now on you can create events in order to better promote the activities organized by your company. It is true that LinkedIn sometimes screws up, but the successes outweigh the failures.



Wix is, in my opinion, the best free platform for creating and designing websites. One of the reasons why it’s the best is because they are constantly expanding the editor functionalities, allowing users to create increasingly sophisticated websites. The second reason is because most of their improvements respond to the requests made by users via the Wix forum, thereby generating great involvement.



In just five years, Turris has become one of the most prestigious and successful bakeries of Barcelona. Besides being famous for their traditional way of making bread, customers have another reason to be satisfied: the continuous expansion of the range of products. Turris is constantly inventing new and original creations that regular customers can taste for free.

Why does continuous improvement build customer loyalty?

  1. Because more and better products are offered without asking anything in return.
  2. Because the customer suggestions and complaints are taken into account.
  3. Because by improving, the customer improves.

How does continuous improvement help you get more customers?

Through loyal customers, who will speak of your virtues with their friends, on social networks or blogs, as I just did here.