How to Build Customer Loyalty

Customer loyalty to a brand hinges on a delicate balance of give and take. The brand must give customers what they seek; customers, in turn, pay money for the privilege. The extent to which these two dynamics balance each other can be defined as customer loyalty. There are many ways to create the right balance. Some of the most important are listed below.

Good Communication

The right amount of communication between the customer and the brand can make all the difference between whether a customer remains loyal to a brand or not. The brand has a responsibility to provide consumers with accurate information concerning new promotions, changes to existing offers, and any other updates that might concern users of their products. Product awareness keeps customers informed, and attracts new potential customers. However, it is important to be as transparent as possible in brand communications to avoid any misrepresentation of information.

Customer Service

One of the most important factors shaping customer loyalty is customer service. The customer service interaction with a consumer is the most direct connection between the brand and customers. Whether concerning a complaint or conveying positive feedback, customer service implementation is the brand’s chance to interact directly with the consumer. This type of activity should be used to fulfill the needs of the customer, to reassure them they will be helped, and to resolve any concerns the customer may be feeling toward the brand. Although every situation has its own unique circumstances, all customer service dealings should favor the consumer and encourage future brand loyalty.

Employee Satisfaction

At first there may not appear to be a direct connection between employee satisfaction and brand loyalty. Employee satisfaction is actually a large component of the customer loyalty strategy. When companies create an enjoyable work atmosphere for their employees, they project this out to the customer through customer service activities. Companies that have a reputation for treating their employees well also enjoy a positive appeal in the larger market. In addition, those that are perceived by consumers as promoting positive social policies benefit from consumers’ belief that they operate in the marketplace as good corporate citizens. Many consumers who consider the larger picture can be swayed to exhibit brand loyalty based on their affinity for the values they believe a brand promotes.

Incentives

An increasingly popular way companies are promoting customer loyalty is by using incentives and reward programs to give back to consumers after purchases. This system benefits both parties as consumers are rewarded for continued loyalty and companies are ensured continuous business from loyal customers. By offering the buying public the ability to gain something in exchange for purchasing products or services, a bond is created between consumers and the brand. An incentive or reward program leads consumers to feel that companies care about them beyond just the monetary value they represent. This creates a favorable sense among consumers and keeps them loyally coming back.

To learn more about strategies to build customer loyalty, contact the experts at Marden-Kane today.

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