Build loyalty through value  

By Nelson Semanu BOANDOH-KORKOR & Elizabeth BOANDOH-KORKOR

“Profit in business comes from repeat customers; customers that boast about your product and service, and that bring friends with them.” (Edwards W. Deming)

In the competitive world of business, one phrase stands out among the clutter of marketing jargon: customer retention. It’s the secret ingredient that turns one-time buyers into lifelong advocates.

But as believers seeking to operate with integrity, we must go beyond merely holding onto customers. We must build loyalty through value. And surprisingly, one of the clearest illustrations of this principle isn’t tucked away in a business textbook but in the pages of Scripture, in the parable of the Prodigal Son.

We often often remind people that business is not just a financial transaction; it is a form of ministry. When we serve others well, we reflect the character of Christ. The same principles that apply to shepherding a church body or leading a family are true for leading a business. People don’t just want products. They crave connection, meaning, and most of all, value. Let’s explore how the Prodigal Son reveals a divine blueprint for retaining the hearts of our customers.

The prodigal son

In Luke 15, Jesus tells the story of a young man who demanded his share of the inheritance early, squandered it in a far-off land, and returned home in shame. His father, rather than scolding or rejecting him, welcomed him with open arms, restoring his dignity and celebrating his return.

Now, consider this from a marketing lens. The son represents the wayward customer, the one who’s tried other brands, chased the newest fads, and left your business behind. The father? He exemplifies a business leader or entrepreneur who builds loyalty not through punishment or manipulation but by offering enduring value, grace, and relationship. In business terms, the father wasn’t just transactional; he was transformational. He didn’t focus on what the son had lost. He focused on restoring the relationship.

This is customer retention at its finest. Value is the cornerstone of loyalty. Modern statistics back up this biblical insight. According to a study by Bain & Company, increasing customer retention rates by just 5percent can boost profits by 25percent to 95percent. Why? Because loyal customers are not only more likely to buy again, but they also spend more and are more likely to recommend your business to others. Yet loyalty cannot be coerced. It must be earned. And the way to earn it is by consistently delivering value.

Not just value in the form of discounts or perks, but value in the form of trust, empathy, and usefulness. In a 2021 survey by Salesforce, 89percent of consumers said they are more loyal to companies they trust. Furthermore, 62percent said they would share personal data in exchange for better experiences.

Trust leads to loyalty. And loyalty is the fruit of value. We used to say, “A budget is not a straitjacket. It’s a tool for freedom.” Today, I realized the same can be said about value-based marketing. It’s not about binding the customer to your brand; it’s about freeing them to choose you again and again because you’ve proven yourself trustworthy.

The danger of a short-term mindset

One of the most common traps for businesses is focusing on short-term wins over long-term relationships. The younger son in the parable was driven by short-term gain—he wanted his inheritance now. But that mindset led him to ruin. Similarly, companies that chase only immediate sales may see a spike in revenue, but over time, they lose the trust of their base. Deep loyalty requires patience, much like the father who waited for his son’s return with unwavering hope.

A modern-day motivational example of this is Truett Cathy, founder of Chick-fil-A. Cathy built his company on biblical values, believing that serving customers with excellence and care would eventually lead to business success. He once said, “We must motivate ourselves to do our very best and by our example lead others to do their best as well.” Chick-fil-A’s customer loyalty is legendary, not because they’re the cheapest option, but because they consistently provide outstanding service, clean environments, and genuine care. They have created value that transcends the product.

The three dimensions of value-based retention

Let’s break down what it means to build loyalty through value by examining three critical dimensions: emotional value, practical value, and spiritual value.

1. Emotional value – Making people feel seen

In the Prodigal Son story, the emotional impact of the father’s welcome cannot be overstated. He didn’t just allow his son back—he ran to meet him, embraced him, and threw a celebration. This was a deeply emotional gesture. It told the son, “You matter. You are valued. You belong.” Emotional value in marketing is about creating experiences where customers feel known and appreciated. A study from PwC found that 73percent of consumers say customer experience is a key factor in their purchasing decisions, yet only 49percent say companies provide a good experience.

Take the story of Zappos, an online shoe retailer that turned customer service into an art form. One customer called to return shoes after her mother passed away. The representative not only processed the return with ease but sent her flowers and a condolence card. That kind of emotional investment builds lifelong loyalty. Your business can do the same—by remembering names, personalizing communication, and expressing empathy. Like the father in the parable, meet your customers with compassion, not contracts.

2. Practical value – Solving real problems

Value must also be tangible. The father didn’t just express love—he gave the son a robe, a ring, and a feast. He restored his dignity with practical action. In the business world, this means delivering what you promise—and then some. It means products that work, services that solve real problems, and support that’s easy to access.

Consider Apple. While their products aren’t cheap, customers are fiercely loyal because the products consistently solve real problems in intuitive ways. Their ecosystem works smoothly, and their customer support is responsive. They deliver practical value day in and day out. As a business rooted in biblical values, we are called to the same excellence. Colossians 3:23 reminds us, “Whatever you do, work at it with all your heart, as working for the Lord, not for human masters.” Practical value honors God because it shows we care enough to serve with excellence.

3. Spiritual value – Reflecting kingdom principles

Finally, there is spiritual value. The father’s response to the returning son reflected the grace and mercy of God. In doing so, he modeled kingdom principles of restoration, forgiveness, and love. In business, spiritual value emerges when customers sense they’re dealing with a company that has a higher purpose. This doesn’t mean preaching at them; it means operating with integrity, generosity, and compassion. When your business becomes a vessel for Christlike character, you create spiritual resonance.

David Green, the founder of Hobby Lobby, has written openly about how his business decisions are guided by Scripture. He has built a culture that honors the Sabbath, gives generously, and treats employees well. Customers notice. They feel the difference.

Retention Starts with Restoration

Let’s not forget—the Prodigal Son came back broken. Your customer may return after trying other brands, after complaints, or even after conflict. Will you meet them with resentment or restoration? Retention begins with restoration. When customers feel like they can return without shame, when they know they won’t be punished for leaving, they become fiercely loyal. Why? Because grace is rare in the marketplace.

According to the Harvard Business Review, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one. It’s worth investing in the recovery of a relationship. That might mean going the extra mile after a complaint or offering a heartfelt apology after a service failure. And it always means listening. James 1:19 reminds us, “Everyone should be quick to listen, slow to speak and slow to become angry.” That’s not just a relational principle—it’s a business one. Listening is one of the most powerful retention tools available.

Building systems that reflect the father’s heart

Creating a value-based loyalty system doesn’t happen by accident. It requires intentionality. Start by asking:

• Do my policies prioritize people or processes?
• Is my customer support team empowered to offer grace?
• Are we gathering feedback—and acting on it?
• Does our brand reflect not only excellence but empathy?

One CEO of a mid-sized online business implemented a “loyalty through service” policy inspired by the Prodigal Son story. Any returning customer who hadn’t ordered in over a year received a handwritten note and a discount code labeled “Welcome Back.” The result? A 27percent increase in repeat business over six months and a noticeable uptick in positive reviews. These are not gimmicks. They are reflections of a deeper truth: people return to places where they feel valued.

The loyalty legacy

In the end, the father in the parable didn’t just retain his son—he won his heart. That’s the goal of biblical business: not just to earn a sale, but to earn trust, respect, and ultimately, influence. The measure of a Christian business is not in the size of its balance sheet, but in the depth of its character. Loyalty built on value reflects character. It mirrors the heart of God, who welcomes us again and again, not because we are perfect, but because we are His.

So, whether you run a startup, lead a team, or oversee a growing brand, remember this: the greatest marketing strategy ever written was already penned in the Word of God. And the most successful customer retention plan begins with a father who ran to his son. Build loyalty through value. Reflect Christ. And in doing so, you won’t just grow a business. You will build a legacy.

>>>Nelson Semanu Boandoh-Korkor: Nelson is a respected author, publishing consultant, and Christian business coach. He is passionate about financial evangelism and is also a forex trader, cryptocurrency investor, and metaverse enthusiast. Elizabeth Boandoh-Korkor (CA): Elizabeth is a highly accomplished Chartered Accountant with nearly two decades of experience in financial management consulting. She has worked extensively in both the non-profit and banking sectors. You can reach out to them at 233549762233 or [email protected]

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