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Customer loyalty: good practices

Customer loyalty: good practices

It is known and recognized that it costs more to win new customers than to retain existing ones. We then understand that loyalty is a major issue for brands, even if a customer base must be regularly fed by new accounts. 

Customer loyalty: good practices

What is loyalty?

Definition: a loyal customer is a recurring customer in the medium and long term. A customer who regularly places new orders over a long period without giving in to the sirens of the competition.

Building loyalty is a shared strategic axis. It is heartbreaking to be forced to have to invest in order to win back a client who has passed the competition when preventive actions could have avoided this situation.

This concern stems from a collective conscience within the structure to raise the client to the highest level of the hierarchy of priorities.

Building loyalty: the main benefits 

Client side 
  1. Increase in average purchase amount (average basket).
  2. The decrease in attrition rate.
  3. Word of mouth encouragement.
  4. Internally.
  5. Savings in terms of communication: reaching out to prospects is expensive (purchasing files, etc.) ... 
  6. Relevant response to expectations and needs through better knowledge of the portfolio profile. 
  7. Gaining market share.
  8. Long-term profitability with a better return on investment.
  9. lower price sensitivity: a loyal customer is less likely to change supplier as soon as the price changes. 

The pillars of loyalty:

Building loyalty is not limited to running loyalty programs. To build a lasting relationship, it seems relevant to invest on 3 pillars: knowledge, commitment and consistency.

Sharp customer knowledge:

What do your customers want? What are their needs ? To gain the loyalty of consumers or professional accounts in btob, it is essential to know them well by conducting regular market studies. 

Another good practice - do not ignore the fundamentals of a marketing approach: segmentation and targeting . This exercise enriches his perception of the market and pushes to dig even further in the understanding of the mechanisms governing purchasing acts. Knowing is being able to respond precisely to expressed expectations and unconscious needs, a primary source of satisfaction.

E-commerce site, digital marketing, crm ... Loyalty approaches benefit from technological progress which brings new possibilities in terms of customer knowledge, targeting, personalization and measurement of operations.

Commitment through a successful and reliable customer relationship

The next dimension is customer relationship management, a sign of a company's commitment to its buyers. The objective is to build relevant commercial strategies and marketing actions to maximize a personalized, unique relationship, by bringing optimum value to each client. A value delivered in particular through personalized, reliable products and / or services at a fair price.

The causes of the loss of customers are potentially numerous, but if there is one that requires increased vigilance, it is the pricing policy.

A strong individual relationship

Think of the customer as unique. From the first contacts (1st telephone contact, 1st mail, 1st delivery, management of the 1st question / complaint ...), he must feel that he is someone "special" and not a customer among others. Friendliness is a priority.

A commitment from all employees, at all levels of the company

This relationship goes through efficient contact points: call center, sales force , ... but also after-sales service, accounting, etc. Everyone plays an important role in the relationship to build an experience beyond measure. All people in contact with customers and performing first level missions (reception, answering the phone ...) have a significant impact on the image of the company or even ... on the loss of customers.

Mystery shopping allows you to assess the behavior of employees in real situations. Training is a great tool to teach your teams to consider customers at fair value.

Compliance with commitments

Another point of vigilance is the respect of commitments. Customers must have solid confidence in you. Even in the event of a malfunction, they should know that they can count on a rapid and effective reaction from you, because you are in their eyes a responsible supplier.

Relationship monitoring

The CRM tool (including social CRM ) is used for relationship marketing. It gives a 360 ° view of the relationship and thus allows better control while fueling knowledge throughout the customer's life cycle. The goal is satisfaction. And that passes a permanent listening

Cross channel consistency

The multiplicity of marketing devices, in particular digital, implies a tuning of the different channels. Nothing but e-marketing through its levers: e-commerce, email marketing, mobile, social media ... implies strong coordination to deliver consistent messages (to strengthen the brand image ) and that everyone finds their place in the customer purchasing cycle.

Strengthening loyalty: loyalty programs

In parallel with the implementation of the fundamentals seen above, loyalty is developed from targeted actions: loyalty programs.

Mainly B2C oriented, these programs attract consumers by rewarding them for their loyalty, most often financially with discounts, coupons, etc.

They also strengthen the relationship by establishing a privileged communication channel (via a newsletter, a magazine, etc.). The interest is to keep a link while using "incentives" to trigger new purchases.

Some tips for your program:

Do not hesitate to test different loyalty programs to choose the best formula. The implementation of such a program requires careful consideration of who to target and what levers to use. Like any action, set objectives and measure the effectiveness of the action using indicators. 

To get maximum membership, make registration easy and above all offer a very significant gift from the start to encourage your customers to join.

Customer loyalty: good practices Customer loyalty: good practices Reviewed by communication etiquette on 4:57 PM Rating: 5

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