What Makes Customers Loyal to a Brand?Customer loyalty is the positive attitude of the customer in relation to the brand, product, service, visual identification, and further components. 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 them if prices will slightly rise, or the quality of service falls.
A loyal customer is less likely to search for more favourable 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 your clients want to return to you for more business.
Monitor the level of service
Typically, a customer will remember the level of service for a few weeks before putting in the back of their mind. Of course if the service is immaculate, or alternatively extremely poor, they may have a more memorable connection. Any company with high-quality goods and a wide range of products should also keep in mind the experience their customers have. Good quality products should go hand-in-hand with good quality 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 through 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 negative feedback
Even dealing with the most inadequate client, you must analyze the negative experience and take proper 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, they were 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 our previous blog post “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!