A recent article in Entrepreneur magazine addressed the issue of whether such brand loyalty is a dying trend. It cited statistics on both sides of the argument: According to a study from Retail Perceptions, millennials expect brands to earn their loyalty—and they rank product quality as more important than a brand name. Yet, a Facebook survey showed that 77% of consumers returned to the same brands over and over again.
Where do you fall between these two camps? How about your customers? Whether your business is selling pizzas or insurance policies, brand loyalty matters. We all want to attract and maintain our customers long term. Ultimately, that loyalty leads to increased profits. So, how do we drive that brand love when immediate access to competitor brand information is just a click away? Here’s a few ideas for attracting and keeping loyal customers:
1. Establish your brand identity. Know who you are—and then stick with it, using consistent messaging across all channels.
2. Make it personal. Develop messages that are tailored specifically to your target audience: That personal connection makes your customers feel like you are speaking directly to them, not to the masses.
According to an Infosys study, 86% of consumers surveyed said personalization plays a role in their purchasing decisions—and 73% said they preferred to do business with brands that use personal information to make their shopping experience more relevant.
3. Listen to your customers. Find out what they want or need—and then dig deeper: Why? How? Answering these important questions can help you better align your products/services/delivery methods to better meet customer needs and expectations. What’s more, we all like to be heard. Asking for feedback sends a clear message to your customers that their opinions matter.
4. Provide Raving Fan customer service. There’s a lot of competition out there touting better, faster, less expensive products/services, so exceed their expectations with standout customer service. Do the unexpected things that let your customers know you care: Make a follow-up phone call, send a personal email, share an article or video that aligns with their industry or interest, or surprise them with breakfast for their next staff meeting.
5. Prompt ongoing brand experiences. Keep your brand front of mind by making connections with your customers at various times during a transaction or program experience using blogs, emails, social media prompts, and more. In this age of immediate access, out of sight means out of mind, so keep your brand relevant with frequent, strategic touches.
6. Create Community. Engage with your customers and ask them to share photos of themselves at your event or using your products on social media—facebook, Instagram, twitter, Pinterest. Shared posts on these channels will start a conversation about your brand, and will also foster an emotional connection—think happy, exciting, motivating, inspirational, etc.
7. Innovate. Quality counts, as does innovative product/service offerings. By continuing to improve, evolve and introduce new products or solutions, your customers will associate your brand with what’s next.
8. Create a consistent experience. Give your customers the quality and the experience they have come to expect from your brand, every time. Example: I know I’m going to get the same bold cup of coffee from a new Starbucks location as I do when I visit my regular store—that consistency is expected.
9. Be transparent and honest. If there is a customer service issue, a product problem or a mistake, own it. Your customers will appreciate hearing directly from you, rather than through another source.
10. Recognize loyal customers. Whether you offer points for transactions, reward service anniversaries, or simply connect with customers who have been with you for a while, it’s important to show existing customers that you appreciate their business. And, a customer loyalty effort is less expensive than spending marketing dollars on new-customer development.
Do you have any tips that you’d add to this list for boosting brand loyalty? Please share your thoughts on our Facebook page
All the best,
Tim Connor
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