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  • Lindsay

Increasing Customer Loyalty

Generating leads and converting them into customers is always a good thing. But it can take quite a lot of time, effort and money doing all the marketing and sales activities to generate those leads. It’s certainly a lot easier to sell to those who are already buying from you. Building customer loyalty should be at the heart of any marketing plan. When you gain those customers you need to make sure you keep them. Here are some tips on how you can get that all important customer loyalty.

1. Have the best products or services

Whatever products you sell or services you offer, make sure it’s all as good as it can possibly be. It’s easy to cut corners, but the better your customers perceive what they get from you, the more they’ll keep coming back. It may be worth taking some time out to assess where the pitfalls are in your offering. There’s always room for improvement in anything. Plug those gaps before your competitors do.

2. Be a brand people like

As people we always make emotional decisions – whether we mean to or not. The whole sales and marketing process is balanced on perceived value. Therefore, to build customer loyalty you need to tap into your customers’ emotions and be a brand they can like and trust. It all depends on what your brand stands for as to what you actually do here. But if you can emotionally connect in some way with your audience, there’s a much greater chance that they’ll stick with you.

3. Polish up the whole package

From the second that a customer starts to look into your brand, you need to make their life as easy as possible. Contacting you should be a breeze. You should be reliable, calling back exactly when you say you will. The paperwork you send should be easy to understand and easy to sign and return. Getting the products or services from you should be seamless, and allowing your customers to provide feedback should be a given. Whatever you sell, think about the whole package and make sure it’s optimised every step of the way.

4. Rewards

This one isn’t always relevant for every business, but it might be worth considering. Could you offer your customers a reward for their loyalty? Could they earn points when they buy, or get discounts if they’re regular shoppers? If you think it would work with your business model then it might be worth a try. We all love getting something for nothing. It’s a simple way to keep those customers coming back.

5. Make them feel part of it

One of the best ways to get loyalty from anyone is to make them part of the journey. If we’re invested in it somehow, then we’re less likely to walk away. It might be as simple as asking your customers for feedback and then adopting the changes they suggest. Perhaps you could hold an open day event for your VIP customers and ask for their input on your product roadmap. Or allow your select VIP customers to be the first to buy your new product or get access to that brand new service. Make them feel special and included and they’ll never go elsewhere.

6. Personalisation

One of the easiest things you can do is make sure that you personally connect with your customers. For starters, always personalise all communication. It doesn’t matter whether you’re sending out an email just to one person or doing a mass mailing, it always needs to feel to each individual customer that you’re speaking directly to them. Also, log and remember important information about your customers. If you’ve asked for their date of birth then send them a greeting on their birthday. Treat them as individual people that you really care about rather than a name in a CRM system and they’ll connect with you more in return.

There are loads of different things you can do, but it’s all about putting your customers first. Spending a little more time focusing on those who are already buying from you could give you a much bigger return on investment than constantly chasing new business. It’s definitely worth thinking about.

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