What makes customers loyal? Some companies may feel that achieving customer satisfaction through good service is enough. However, simply meeting customer expectations does not win loyalty these days, as many consumers leave average brands in search of companies that better meet their needs. To develop loyalty, customers must feel compelled to engage not once, but many times, with your brand. You must work consistently to develop an emotional connection with customers and ensure that every experience has been designed with them in mind. Here are six ways to foster customer loyalty for long-term success.
Offer enticing loyalty programs
Customers love to save money, and helping them do so is one step toward loyalty. According to Expedia Affiliate Network, 61% of consumers use discounts and coupons. In addition to sales events, be sure to reward your loyal customers with special discounts that are meaningful to them. For example, rather than restricting discounts to certain items, offer discounts on the total purchase. This way, customers will save money no matter what they choose to buy. Make the process of redeeming loyalty points as seamless as possible, such as offering simple redemption codes to use during online purchases. If customers have trouble accessing these benefits, you will only lose them to more reliable competitors.
Make products relevant to customers
Always design your products and services with customers in mind. To better understand customer needs, engage them actively. A shoe retailer might ask for feedback on favorite designs and colors, while a telecommunications company might learn through surveys that monthly subscriptions need to offer better data plans to satisfy customers. If your company makes a continuous effort to adapt and evolve, customers will take notice and support you.
Connect with customers on an emotional level
When advertising your products, be sure to sell the benefits and give customers an emotional reason to buy. For example, an inexpensive phone plan might sound interesting to a customer, but knowing that he can call anywhere in the world and stay connected during his travels is a far more compelling reason to buy. When offering service, customers also need to be treated like individuals. According to Edelman, 80% of consumers say that they are more likely to do business with a company if service is personalized. Use a conversational approach to humanize each service interaction, and offer solutions that are adapted to the customer’s personal needs.
Focus on the global customer experience
To win customer loyalty, ensure that all departments are working together to offer the best customer experiences. Communicate the brand vision to all employees to ensure that everyone is working toward the same goals. Different departments should communicate clearly with one another to make sure that customers enjoy a seamless experience. For example, the sales and customer service departments should be closely connected and work together when customers need to be transferred during a service interaction.
Be honest and responsible
Honesty is key to earning loyalty. Customers must feel that your brand is genuine and responsible. Communications should always be clear, whether they entail customer service interactions or information about promotional events. Customers should never question your integrity, and your brand should always deliver on its promises. If you make a mistake at any time, take responsibility and apologize immediately. Lastly, never forget to treat your employees with the same courtesy. An ethical brand knows how to treat both employees and customers with respect, and happy employees are more likely to promote you with confidence.
Give back to the community
Customers appreciate companies that support charitable causes and find ways to give back to the community. Consider donating portions of your profits to organizations that are meaningful to your brand. Engage in fundraisers and motivate your customers to support you on channels such as social media. Customers will be happy to know that their money is helping a good cause.
Loyalty requires continuous efforts to engage customers meaningfully. By designing products they want, offering personalized service, and demonstrating ethical values at all times, customers will remain loyal to your company and support you enthusiastically. To deliver the very best customer experiences, learn about Vocalcom, a global leader in AI-powered contact center software solutions and premium omnichannel customer interaction platform.
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