Keep them coming back for more

6 Customer Loyalty Tips

Encouraging customer loyalty is crucial for business longevity and growth. Loyal customers are the backbone of any sustainable business, providing a steady stream of revenue and reducing marketing costs. They serve as free brand ambassadors, offering valuable word-of-mouth recommendations, and giving honest feedback that helps improve products and services. Additionally, loyal customers create a strong emotional connection with your brand, leading to higher conversion rates and resilience during tough economic times. By prioritising customer loyalty, businesses can ensure lasting success and a competitive edge in the market. Many of us will make a purchasing decision based on being part of a loyalty club – Tesco Clubcard anyone?  Drivers low on fuel will drive past a petrol station in search of the one where they can use their points cards when filling up.

We all like to feel valued and rewarded in some way for our loyalty. There are many ways that companies work to keep and expand their customer base and here are some effective tips to keep customers coming back for more:

1. Provide Exceptional Customer Service

Statistics show that 86% of people will hesitate to purchase from a business that has negative online reviews. (Source: BrightLocal, 2017)

This goes without saying: many of us remember negative customer service and decide to shop elsewhere, we may voice this in person to colleagues and friends or leave negative online reviews. Keep your customer service at the forefront and really consider ways where your customer service can be enhanced at every touch point. The basics:

  • Personalised Interactions: Address customers by their names and personalise your communications based on their preferences and history with your brand.
  • Prompt Response: Respond quickly and effectively to customer inquiries and complaints.
  • Consistent Experience: Ensure that every interaction with your brand is positive and consistent across all channels. Ensuring brand consistency here is essential.

2. Reward Loyalty

Most consumer brands offer a loyalty programme in some format, air mile schemes, access to sales before the general public or even a cuddly meerkat toy if you shop via comparethemarket.com. There are many inventive ways to encourage customer loyalty, which one complements your brand image?

  • Loyalty Programs: Offer points, discounts, or exclusive benefits to repeat customers.
  • Exclusive Access: Provide loyal customers with early access to new products, special events, or exclusive content.
  • Referral Bonuses: Reward customers for referring friends and family to your business.

3. Keep in touch

Keeping in touch with your customers (without this being too regular and annoying) is essential so they don’t forget about your brand- you need to be in their mind as their ‘Go To’. Keep them informed through their preferred marketing channel and make it easy for them to contact you should they have questions or feedback.

  • Tailored Recommendations: Use data analytics to recommend products or services based on their customer behaviour and preferences.
  • Customised Offers: Create special offers that cater to individual customer needs and purchase history.
  • Feedback Mechanism: Actively seek and act on customer feedback to show that their opinions matter.

4. Build a Community

Creating a community fosters a sense of belonging and connection among customers, making them feel valued and understood. This shared identity and engagement enhance customer loyalty as individuals are more likely to remain committed to brands that facilitate meaningful interactions and provide a supportive environment.

  • Social Media Engagement: Foster a community around your brand on social media platforms.
  • Customer Forums: Create spaces where customers can share their experiences and interact with each other.
  • User-Generated Content: Encourage customers to share their own content related to your products or services.

5. Exceed Expectations

Small businesses can easily grow a loyal fanbase by exceeding expectations. If you’ve ever shopped from a small business, you might have received a sweet treat, a handwritten thank-you note, or a small free gift with your purchase. These delightful surprises often lead to glowing customer reviews.

  • Surprise Gifts: Occasionally send small, unexpected gifts or thank-you notes to loyal customers.
  • Exclusive Perks: Offer exclusive benefits that exceed what customers expect, such as free shipping, extended warranties, or special financing options.

6. Honesty – Be transparent with Your Communication

Providing delivery tracking information is a great example of transparent communication, customers are kept in the loop, it sets customer expectations, builds trust and ultimately reduces customer complaints.

  • Honesty and Integrity: Be transparent about your products, services, and business practices.
  • Open Dialogue: Maintain an open line of communication where customers feel comfortable expressing their concerns and feedback.

By implementing these strategies, businesses can encourage a loyal customer base that not only returns for repeat purchases but also becomes an advocate for your brand. Of course, considering how each decision and touch point reflects on your brand identity is essential and should be kept consistent in terms of looks and feel.

Hoping to improve customer connections? Contact Citicreative to discuss your next marketing project.