What Makes Customers Loyal to a Brand?Customer loyalty is a positive attitude of the customer to the brand, product, service, visual identification, and other components of the brand. 20% of customers bring 80% of the profit, and brand loyalty is a reason.
The emotional side of loyalty is based on values that the client and the company have in common, its’ positioning in the market, appealing advertising images, and messages. A rational side is based on satisfaction with the quality of goods and services and the benefits that the client receives from long-term and regular cooperation with the brand. Without emotional involvement, the consumer will not become truly loyal, since nothing will keep him if prices will slightly rise, or the quality of service falls.
A loyal customer is less likely to search for more favorable conditions and is not so sensitive to the imperfections of the product. Moreover, it benefits the company not only in monetary terms.
Thus, a loyal consumer:
● Makes repeated purchases regularly;
● Uses a wide range of the company's offers;
● Promotes the brand among other consumers;
● Ignores competitors ' offers;
● Has an emotional attachment to the brand.
Here are some tips that will help make the client want to return to you for goods and services.
Monitor the level of service
A few years after the purchase was made, the customer may forget what exactly and for how much he or tell someone about it. Any company with high-quality goods and a wide range of products will be good for the consumer as long as it does not spoil the impression of itself with terrible service.
Communicate brand values
Study your audience and ask your loyal customers why they choose you. Correlate the data with the company's values and choose effective ways to broadcast them to customers. Print them on the packaging, voice them in advertising in social networks, come up with an expressive slogan, etc. Without clearly formulated values that are close to the audience, it will not be possible to make the consumer emotionally loyal.
Work with the negative feedbacks
Even dealing with the most inadequate client, you must "block" his negative experience with a response or action. This tactic is much better than ignoring the problem because other customers will judge you by your reaction to the situation, those who learned about what happened firsthand are likely to write a review on a website or a social network. If the company is wrong, apologize and offer compensation. If the customer is wrong, delicately explain the essence of the problem and leave the buyer with the feeling that, despite being wrong, he was listened to.
Create a loyalty program
Come up with several ways to stimulate repeat sales and cause customers to become attached to the brand. And based on these ideas, develop a loyalty program that will help you join the ranks of loyal customers. You can read more about loyalty programs in the blog “Benefits Of Customer Loyalty & Rewards Programs”.
If you are considering implementing a loyalty and rewards program for your business, Infoempire can be of great assistance. Contact us today to learn more!