Today’s consumers often jump from brand to brand, as opposed to the loyalty displayed by customers years ago, when people relied heavily on a brand’s promise and reputation. A prime reason for this is because of the proliferation of user reviews available; for any given product, buyers naturally seek opinions about price, durability, etc. In order for a brand to build loyalty, therefore, it needs to offer compelling reasons for customers to choose the brand in question.
Deliver As Promised
Obviously the first step to ensuring customers’ satisfaction is to make certain your company is delivering exactly what it promises. For example, if you market a stain-remover line that claims to remove stains the first time, make sure it does or your customers will look elsewhere for their needs.
Attract customers via loyalty programs and coupons, proven to encourage repeat shoppers. In fact, according to Advertising Age, 87% of all shoppers use coupons. These types of programs are a great way to promote loyal patronage, and motivate customers to shop by you vs. a competitor offering the same product/service.
Consumers enjoy bonding emotionally with the brands they choose. Actively encourage interaction via social network channels and respond promptly to customer comments. This indicates that you value customers’ feedback. Zappos, for example, is famous for engagement with its customers via social media platforms.
“For Twitter, we don’t really view it as a marketing channel so much as a way to connect on a more personal level, whether it’s with our employees or our existing customers,” Zappos CEO Tony Hsieh said in an interview with Stephen Spencer.
Don’t forget to let your customers know you appreciate their business! If you are on-site, a personal warm “thank you” will demonstrate to customers that you don’t take them for granted and genuinely appreciate their patronage. Phone calls or handwritten thank-you notes are also great ways to convey appreciation.