Email marketing is a powerful tool that allows local businesses in Kenya to engage with…
To create lasting loyalty, you need to dig deeper to understand your customers. Read on for strategies on how to to forge meaningful relationships with your customers.
Understanding customer needs, providing good service, handling customer complaints well and staying in regular touch all help improve customer loyalty. Keeping customers close to your brand, employees and services is a great way to keep them as your customers for the long term. We are looking to subconsciously link them to the brand. But this is not an easy task. My Customer suggests that customer loyalty is decreasing, meaning we have to work harder to achieve this.
Make customer care a key part of your business strategy
- Effective customer relationship management means organising your business to focus on the needs of customers.
- Set out the levels of service you plan to offer different customer types. For example, you might assign key account managers to your most profitable customers.
- Make sure customer-facing employees have all the information they need to effectively serve your customers. Empower them to act independently, where possible.
- Draw up procedures for handling customer contact. For example, standards for speed and courtesy when answering phone calls.
To drive customer loyalty, make this a continuous process of evolution and improvement. The world is constantly changing, so you should be checking in with your brand identity and values regularly. While your values shouldn’t change drastically, your brand positioning should match the mood of the moment. Sometimes, the best way to make a positive impression with your customers is to surprise them. Providing unexpected incentives in this way helps strengthen the bond and shows real appreciation whereby you are essentially thanking them for being your customer.
As new people join your community, you might also want to refresh your messaging or develop communication strategies for multiple audiences. You should always have a finger on the pulse of your customer experience, which means talking to your customers and asking for their feedback frequently.
To improve customer loyalty, look to your customer experience and do everything you can to make your customers’ lives easier and hopefully, more enjoyable.