How to build brand loyalty? Business success depends on customers; hence, it is important to keep their interests in mind at all times. Focusing on their needs will not only drive more sales but also build customer satisfaction and loyalty. This will not only make them feel special but also strengthen their relationship with the brand.
Importance of customer loyalty
Even though generating new sales is critical to survival, many businesses are stuck on acquiring leads and tend to forget about current customers. However, repeat customers generate more income as compared to new ones. They spend more, make frequent purchases, and are much cheaper to market to. However, to sustain them for a long time, businesses need to put in a lot of effort.
Instead of focusing energy on attracting new customers, it makes more sense to spend on existing ones. It not only significantly reduces the costs associated with customer acquisition, but also keeps them interested in the brand’s products and services.
Businesses put in so much effort to win customers, so why should all the hard work go to waste? If a brand cannot retain its customer base, it cannot prosper. The constant struggle to acquire new customers can cost them a lot. Hence, they must invest in building meaningful relationships with existing ones so they keep coming back for more.
Ways to build brand loyalty
Happy customers make the most loyal ones. There are many ways businesses can achieve brand loyalty. However, it is not easy but all the effort that goes into it is worth it in the end. Let us have a look at a few steps businesses can take to stop customers from switching to competitors’ products and services.
1. Get to know the customers
If a brand wants to gain loyalty, it needs to know its customers on an individual level like their names, their buying patterns, their hobbies, and their interests. They must communicate with them at a personal level, for example, on a customer’s birthday; the business can send a personalized wish and a special discount offer. This step will not only make the customer feel valued but will also leave a good impression of the brand. If you’re in B2B or in ecommerce a CRM system can also help you as it centralizes customer information but don’t forget to remain compliant with data privacy regulations like the GDPR.
Moreover, to build credibility and trust in customers’ minds, the brands must engage with them regularly. They can share new developments, and news, and ask for feedback and suggestions. They can also use social media platforms to update users on promotions, deals, and discounts. For instance, if a restaurant is not able to deliver orders on time, it must provide a valid reason personally and post an apology with reasoning online. This will help customers to place their trust in the brand.
2. Be consistent
Consistent brand image and service are crucial to building loyalty. Customers need to feel an association with the brand no matter which channel they use. Inconsistency in any of the websites, documents, or emails can ring bells. Therefore, it is important to ensure that all marketing materials carry consistent details. Moreover, narrow down the focus to what the brand specializes in so it can become the only choice for customers. The brand logo, personality, tone, color theme, and values should all be coherent across each customer touchpoint.
3. Be proactive
Being proactive is a smart move to make customers feel valued. Instead of only reacting when a customer approaches the brand with issues, it is much better to reach out to them so they do not feel the need to. Even though it is essential to listen to them when they contact you, a much deeper sense of customer loyalty is established by approaching them proactively and giving them a chance to provide feedback.
For example, when a person purchases an Internet package, instead of waiting for customers to call when they face issues, the ISP can contact them and ask if they were able to set it up easily. This will make them feel that the brand cares for them so they will be more likely to purchase from it again and they can find opportunities to improve their services with tools like the net promoter score (NPS).
Brand loyalty involves nurturing and retaining customers. It is all about making customer retention an active part of the marketing strategy to help businesses maintain their sales and survive in challenging times.
YouTube: 12 Ways to Build Brand Loyalty for Your Small Business – How to Gain Customer Loyalty (Philip van Dusen)
Photo credit: The feature image is symbolic and has been done by Mariusz Szczawinski.This guest article has been submitted by Jef Lei. While we appreciate guest contributions, it's important to note that the views expressed by the author are not necessarily reflective of those held by TechAcute.