Customer loyalty is not easily produced. Customers are motivated by their own goals and will be loyal to the company that can fulfill them best. It doesn't matter if they have a positive history with your brand, if a competitor puts a more suitable offer on the table then the customer is going to take it. The steps below can help your company stay ahead of the competition and build a strong following of loyal customers.
1. Adopt a multi-channel customer service system.
If you want to build customer loyalty, then you need to be in tune with your customers' needs. Having a multi-channel service system is one of the best ways to stay connected with your customers, especially when they need help. Customers will have more access to your customer service teams, creating more customer interactions. The more often you can interact with your customers, the more chances you'll have to influence their customer experience.
Using multiple channels for customer service also presents the opportunity for you to create an omnichannel experience. Omnichannel experiences occur when the user's experience with the brand is consistent across different interfaces and devices. This increases customer satisfaction because it makes your customer service offer more user-friendly, which is exactly what you want when your customers are frustrated and in need of support.
Consider adopting help desk and live chat tools which can help your customer service team cover multiple channels at once. For smaller teams, AI software like chatbots can relieve the workload of organizing and distributing incoming requests without having to hire more employees.
2. Build credibility through meaningful customer interactions.
Research shows that about 60% of customers stop doing business with a brand after one poor customer service experience. In comparison, 67% of churn can be prevented if the customer service issue is resolved during the first interaction. This means that your business can't afford to make many mistakes, and if you do, you need to fix them immediately.
Loyal customers expect a positive experience from your brand every time they interact with it. They want to feel like you value them as much — if not more — then they value you. If at any point they sense their business isn't appreciated, you'll risk losing them to competitors who will be happy to have them.
A CRM can come in handy here as it can record the past experiences that a customer has with your brand. It stores messages like emails and calls, as well as customized notes that relay specific information about a customer. This helps create a more personalized experience as employees can leverage important historical data regarding a past interaction with a customer.
3. Deliver added value.
You're not the only one vying for your customers' attention — your competitors are too. Everyone is racing to show your customers that they can best fulfill their needs. So, how do you edge them out? Go above-and-beyond with exceeding their expectations.
thinkJar Research shows that 55% of consumers are willing to pay more for a guaranteed good experience. Other than offering a loyalty program — which we'll talk about soon — you can do this by building a relationship with your customers that extends beyond the moment of purchase. Adding value beyond the purchase point demonstrates to your customers that you're invested in their lifestyle, not just their money.
One way that your company can add value to the customer experience is to host events or contests that your target audience would be interested in. For example, the energy drink brand, Redbull, has built a massive customer following by sponsoring extreme sporting events and teams.
Another way to add value is to create a customer community. This could be simple like a knowledgebase or ideas forum, or it could be complex and include a devoted network of loyal advocates. Take Harley Davidson, for example. They founded a community of brand evangelists who advocate for Harley Davidson at different dealerships throughout the U.S. These communities make customers feel like they're part of an in-crowd that possesses a social status that's exclusive to the members of the group.
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