How to inspire customer loyalty
On average, it costs a brand five times more to recruit a new customer than it does to retain an existing one. In addition, highly engaged customers buy 90% more often, and are willing to pay 60% more per transaction. (Source)
It’s obvious that inspiring customer loyalty can have tremendous benefits for any business – but how do you go about it?
What is customer loyalty?
Before we dive in, what do we mean by customer loyalty? More than just being a repeat client, a loyal customer actually has an emotional connection with a brand.
They tell their friends about it, they recommend it to acquaintances, and they’re proud of what the brand they support has achieved. They’re the kind of customer who leaves positive reviews, and likes and shares your posts on social media.
Sound good? Here’s how to turn your customer base into devoted fans!
How to increase customer loyalty to your brand
Actively seek out customer feedback
Giving your customers what they want always starts with listening to what they have to say. The more feedback you can gather, the deeper the insight you get into your customer’s needs, desires, and ambitions. This in turn allows you to cater to those needs and build customer loyalty.
Improve your brand’s online image and reputation
One of the easiest and most rewarding ways to increase customer loyalty is to make your website and social platforms a mine of useful information. Rather than making your customers contact you for support, ensure you have awesome tutorials, FAQs, and useful articles available for them to access any time they like. (As an added bonus, this kind of content is great for your SEO too – ask your marketing manager about it!)
Offer sensational service!
Even very angry or upset customers can turn into loyal fans if they receive really stellar customer service. Make sure your support agents are well trained, and are able to take the initiative when a customer has been disappointed. Whether or not it was your fault, going the extra mile to make sure the customer is satisfied is guaranteed to make their day – and reward you with a customer for life.
Consider a rewards program
There’s no shame in giving your customers an incentive to keep coming back to you! Depending on your business model, a loyalty program could take the form of points customers earn with every purchase on your website, discounts on future purchases, or even exclusive access to new products or services before they’re available to anyone else.
Make sure you’re using the right contact channels
If a customer needs to get hold of you, make sure they can do so on the platform they feel most comfortable with – whether that’s via phone, live chat, email, or social media. Meeting your customers on the communication platforms they prefer isn’t just good for increasing loyalty, it’s good for your overall online image too.
Ensure a seamless online experience
There’s nothing more frustrating for customers (even the most loyal ones) than dealing with a glitchy website, app, or payment process. This is especially important if you’ve made any major changes or updates to your website or app. Test, test, and test again before you launch!
Cater to your customer’s budgets
If your products or services are on the more expensive end, there are still plenty of ways you can make them more accessible. For example, you can consider offering subscriptions or payment plans, so customers who want to make additional purchases can pay in instalments rather than all at once.
Make your customers feel valued and listened to
Lastly, the best way to show your customers you care is through personalised attention that makes them feel special and valued.
Make sure to follow, acknowledge and interact with fans on your social media.
Offer customers personalized deals and specials when they visit your website.
Make sure your customers receive a brief message from your company on their birthday.
Ensure every query or complaint is dealt with quickly and efficiently.
It’s a competitive world out there, and once you’ve won over a customer, you really don’t want to lose them to another brand. If you follow the above tips for increasing customer loyalty, while delivering unforgettable customer service, you’ll soon have devoted brand ambassadors that support your business for life!