Building customer loyalty is a major challenge for companies in all sectors. Retaining customers is often more profitable than acquiring new ones. If you’re concerned about contacting your customers and reactivating them, you’ve come to the right place! Let us show you our tips for improving customer loyalty. Mobilise the right tools, offer a memorable experience with gamification and measure customer satisfaction to not only retain your customers, but grow them too.
Why build customer loyalty?
Customer loyalty is an excellent strategy for maximising profitability. In fact, retaining an existing customer is much less expensive than acquiring a new one. According to a study by Bain &Company, it is even seven times more expensive to recruit a new customer than to retain one.
A brand’s reputation can be enhanced through loyalty. Satisfied customers are more likely to recommend products or services to their network. What’s more, customer loyalty can help prevent competition, as loyal customers are less likely to shop elsewhere if their experience is positive.
Building customer loyalty also enables us to collect valuable data on their preferences and buying behaviour. This data can be used to personalise the customer experience and offer products or services tailored to their needs. This can lead to increased customer satisfaction and long-term customer loyalty. It can also be used to improve conversion rates and develop long-term growth strategies.
Loyalty tools
To build customer loyalty, it’s essential to understand their needs and expectations. To do this, you can use various tools such as data analysis, focus groups and feedback. Surveys and e-mailing are also powerful tools in the quest for customer loyalty. By gathering information, you can improve your product or service offering by proposing solutions that are better adapted to your customers’ needs.
A survey to give customers a say
Take surveys, for example. By questioning customers directly, valuable information can be gathered and then used by companies. The questionnaires can be distributed via a variety of channels, such as e-mail campaigns, on the merchant’s website or on social networks. Customers then log in to their account to take part in the survey.
Once the responses have been collected, companies can analyse them to identify trends and customer preferences. On the basis of this information, product or service offers can be tailored to better meet the needs of their customers, and thus improve customer loyalty.
Emailing for personalised support
E-mailing is a marketing strategy that involves sending personalised e-mails to a list of customers. This stage may precede the survey stage. However, there are a number of key elements that should not be overlooked when implementing this strategy.
Segmenting your database to send relevant messages or offers is essential. The design must be meticulous to highlight the customer’s personalised content. The subject line must be clear and address the customer in a way that appeals to them. Finally, it is essential to measure the performance of the e-mailing campaign in order to improve future operations. E-mailing is an effective way of maintaining a relationship with customers and building loyalty by personalising the content and offers sent.
Delivering a memorable interactive customer experience
A remarkable customer experience is an invaluable part of a customer loyalty strategy. Customers want to feel valued and appreciated, and are constantly challenged by brands. To deliver a memorable customer experience, you need to focus on the points of contact with your customers, such as your website, customer service, social networks and physical shops.
Sounding out customers’ preferences in order to offer them a personalised product is a good example of an exceptional interactive experience. By offering to customise a product, customers will feel they have been given a mission. They will be able to find their favourite products, but they will also be able to give clues about the next trends.
Measuring customer loyalty
The NPS
Based on the principle of word of mouth, the Net Promoter Score calculates the probability of a company being recommended. By asking the question ‘On a scale of 0 to 10, would you recommend our company to your friends and family? A score above 0 is considered average, while scores above 50 are excellent. The NPS measures a customer’s attachment to an entity and therefore gives an indication of customer loyalty.
Based on the feedback they receive, companies can plan actions to strengthen customer loyalty.
The satisfaction survey
The satisfaction survey, although similar to the NPS, is a more comprehensive way of measuring customer loyalty. The questions can be general or targeted, depending on the category of customer questioned. Questionnaires are used to understand customers, but also to improve a company’s service or products. Listening to your customers is the first step towards building loyalty!
Conclusion
Finally, customer loyalty is an essential element in achieving your marketing objectives. Not only because it costs less to retain a customer than to recruit new ones, but also because they can become ambassadors for your brand. Using the concepts outlined in this article, you can significantly improve customer satisfaction and turn them into loyal customers.
Remember that loyalty is not just about giving out offers and discounts, but also about creating a bond with your customer. By letting them spend time with your brand and offering them a memorable experience, for example. Use loyalty tools to create a relationship of trust with your customers and boost your company’s growth!
