Factors when it comes to customer loyalty

Loyalty Luigi Salmoiraghi Action Management

Customer loyalty: companies put too much effort into attracting new customers (we saw in a previous article the importance of closing projects) but often need to remember to retain those who already buy from their business. The ideal would be to combine both to obtain better results. This is one of the most critical points for the company to do well, as customer loyalty means securing your business. Would you like to know what the factors are when it comes to customer loyalty?

How can you build customer loyalty?

Before you start with customer loyalty strategies, you must create a buyer persona, i.e. your ideal customer. This figure is created by collecting accurate consumer data. Once you have your buyer persona, the next step is to find out the best ways to build customer loyalty. 

I would recommend the following four:

1. Creating experiences 

Creating positive experiences makes users remember you in the long run. As the experiences were pleasant, they will want to repeat them and will start trying other products from your catalogue. 

2. Promotional dynamics 

Contests, sweepstakes and roulettes encourage people to participate. Make them fun, and always give rewards (offers, points, discounts, etc.). 

3. Offer exclusive benefits 

If you want your customers to feel special, offer them exclusive benefits. It’s a way of showing them that the company cares about them. You will also increase sales. 

4. Tailored and personalised communication 

With personalised communication, customers will feel cared for and appreciated. Communication has to be focused on their interests and meet their needs, so it is personalised. Every customer needs and asks for different things, so do your best to meet their expectations.

The four phases of customer loyalty 

We can divide the customer loyalty process into four phases: 

  • Company discovery: the customer sees your company for the first time and, as a result of your image or products, wants to know more. This customer becomes a potential customer. 
  • Search for information about your brand: The potential customer wants to know more about you and searches for you on the internet (website, reviews, social networks, etc.). 
  • Experience phase: the user becomes an actual customer because they decide to purchase your business. 
  • Loyalty phase: the customer wants to buy from your business again and chooses you over the competition. Little by little, they develop loyalty towards your brand until they become loyal.

What does customer loyalty achieve?

You keep them with your brand, and they do not leave for the competition. To achieve this, we must use the series of strategies mentioned above. In addition, you can add gifts on special dates (Christmas, birthdays, Halloween, etc.). You aim to build an emotional bond with them so they will always choose you. 

There are many advantages when it comes to customer loyalty. Here are some of them: 

  • Building more lasting relationships. 
  • Increased customer confidence. 
  • Avoiding the risk of them going to a competitor. 
  • Increased customer profitability.

I specialise in finding solutions and creating strategies to help you build customer loyalty. Thanks to profitability analysis and CMR analytics, you will be able to know the value of your customers and project your business based on their behaviour and characteristics. We have retention and loyalty solutions. 

Do you want to sell more and better?

Please reach out to me, and your customers will always be satisfied. We’ll be able to help you to activate loyalty campaigns.

Customer loyalty: companies put too much effort into attracting new customers (we saw in a previous article the importance of closing projects) but often need to remember to retain those who already buy from their business. The ideal would be to combine both to obtain better results. This is one of the most critical points for the company to do well, as customer loyalty means securing your business. Would you like to know what the factors are when it comes to customer loyalty?

How can you build customer loyalty?

Before you start with customer loyalty strategies, you must create a buyer persona, i.e. your ideal customer. This figure is created by collecting accurate consumer data. Once you have your buyer persona, the next step is to find out the best ways to build customer loyalty. 

I would recommend the following four:

1. Creating experiences 

Creating positive experiences makes users remember you in the long run. As the experiences were pleasant, they will want to repeat them and will start trying other products from your catalogue. 

2. Promotional dynamics 

Contests, sweepstakes and roulettes encourage people to participate. Make them fun, and always give rewards (offers, points, discounts, etc.). 

3. Offer exclusive benefits 

If you want your customers to feel special, offer them exclusive benefits. It’s a way of showing them that the company cares about them. You will also increase sales. 

4. Tailored and personalised communication 

With personalised communication, customers will feel cared for and appreciated. Communication has to be focused on their interests and meet their needs, so it is personalised. Every customer needs and asks for different things, so do your best to meet their expectations.

The four phases of customer loyalty 

We can divide the customer loyalty process into four phases: 

  • Company discovery: the customer sees your company for the first time and, as a result of your image or products, wants to know more. This customer becomes a potential customer. 
  • Search for information about your brand: The potential customer wants to know more about you and searches for you on the internet (website, reviews, social networks, etc.). 
  • Experience phase: the user becomes an actual customer because they decide to purchase your business. 
  • Loyalty phase: the customer wants to buy from your business again and chooses you over the competition. Little by little, they develop loyalty towards your brand until they become loyal.

What does customer loyalty achieve?

With customer loyalty, you keep them with your brand, and they do not leave for the competition. To achieve this, we must use the series of strategies mentioned above. In addition, you can add gifts on special dates (Christmas, birthdays, Halloween, etc.). You aim to build an emotional bond with them so they will always choose you. 

There are many advantages when it comes to customer loyalty. Here are some of them: 

  • Building more lasting relationships. 
  • Increased customer confidence. 
  • Avoiding the risk of them going to a competitor. 
  • Increased customer profitability.

 

I specialise in finding solutions and creating strategies to help you build customer loyalty. Thanks to profitability analysis and CMR analytics, you will be able to know the value of your customers and project your business based on their behaviour and characteristics. We have retention and loyalty solutions. 

Do you want to sell more and better?

Please reach out to me, and your customers will always be satisfied. We’ll be able to help you to activate loyalty campaigns.

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Luigi Salmoiraghi

Boost your European growth journey. Senior B2B manager. Expertise in the IT sector. I help businesses navigate the post-Brexit landscape with insights on channels, legal, cultural diversity, marketing and sales.

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