How to build customer loyalty in 5 steps
Building customer loyalty is a lot like Rome… it can’t be built in a day. However, there are five steps we believe will ultimately help you achieve stronger customer loyalty over time. Let’s get into it.
1. Develop a customer loyalty program
With a saturated market and plenty of options to choose from, customer loyalty should be rewarded. Developing a customer loyalty program shows you appreciate your customers and will encourage them to refer and renew.
Developing a VIP program allows your company to reward some of your top users and subscribers. The VIP moniker always has a prestigious, yet allusive feel around it. Applying that label to certain customers will certainly encourage loyalty, and also add a high level of service from your support team.
Implementing a points-based loyalty program typically consists of users receiving points for hitting predetermined benchmarks that reward them with a variety of incentives like bonus products, channel marketing opportunities, or even physical prizes. The gamification element gives the customer numerical value they want to hit by completing activities within the platform or by hitting certain benchmarks during their customer lifecycle.
2. Send personalized messages
Personalizing your outreach will go a long way. It shows your customer that you see them as more than a money-making machine. Personalization doesn’t begin when you first acquire a customer, it starts at the very beginning of the sales process and continues throughout the customer lifecycle. Everytime someone from your team reaches out to an existing customer, make sure they are adding touches of personalization. It can be as simple as referring to a topic once brought up in a previous conversation. Either way, tailor your messaging to prove you are listening to what your customer says.
3. Get direct feedback from customers
There’s no better way to figure out how to build loyalty than by talking to customers. Providing surveys is always a great way to solicit feedback; however when it comes to things like a feature request or changes to the platform, working closely with the product team to find the right outcome can go a long way. Those changes don’t need to be made instantly but if you’re keeping your customer in the loop with the process, that loyalty will grow.
4. Optimize customer service
Optimizing customer service doesn’t necessarily mean growing your CS team or implementing consistent training. We are referring to investing in a ticketing system, like Zendesk or implementing a chat bot like Intercom, to quickly respond to customer needs. You can also build an FAQ page on your website so your customers can easily navigate through questions that may not need a direct human response. The idea here is to work harder, not smarter. Thankfully there are plenty of great tools to help you do so.
5. Build a knowledge base
Not only does an FAQ page go a long way, but a full resource database built for customers who want to take the initiative to solve the problem for themselves, is always extremely helpful. There are going to be points where your usual working hours may not match up to some of your international customers, and providing a help center will allow those customers to get the answers they may be looking for.