07 Aug
Goals are always easier to reach if they are clearly defined. And so also with customer loyalty. Before simply setting out on a quest to achieve it, ask yourself why you want it. By defining a goal it will also be easier to define the road there.
It may seem a superfluous question with an obvious answer – you want customers loyalty to keep business going and money coming in. That will be at the crux for most – but what does customer loyalty mean, as opposed to a stream of new, one-time, customers?
Customer loyalty to create your brand
If you are a relatively new business, you might be looking to define your brand. To show it as a trustworthy and superior alternative. Focus on winning over each and every customer you get; for each person you convince the next one will be that much easier to sell to. No one is reassured by an empty shop.
Customer loyalty to spread awareness
It is easy to think that the best way of growing a business is to invest in new customers. We have said it before – chasing new customers may be counterproductive and make your existing customers feel overlooked. Focus on the customer experience for your existing customers. Once you have them, look after them so they never have to go anywhere else – and to ensure they speak well of you and your business.
Customer loyalty for feedback
Customers who have been with you for some time are good indicators of what works and doesn’t in your business. If you are yet to do some simple analysis of stock and sales, do put in some effort. Maybe you can drop some products or increase your focus on others? Just be wary of asking the customer what they want – you might find yourself overwhelmed – look instead for buying patterns.
Customer loyalty to strengthen your brand
Business going ok? Trodding along? Perhaps it is time to step it up a notch. If your brand is established, it may be time to market it. But don’t waste your time on old fashioned ad campaigns; unless your budget is big it is hard to make an impact. Focus instead on your ideal customers. Who are they? Then ask where are they. On twitter? Interact with them. On Instagram? Look at what they post and mimic the style for your brand’s page. On Facebook? Look at what they interact with and create posts similar in style. By successfuly defining and communicating with a few of your ideal customers, you are rapidly increasing your chances that people similar to them – ie more of your ideal customers – see it and engage it too.
Getting loyal customers does take time and a bit of effort – but once you know why you need them and who your ideal customers are, not only will it be easier – it will heighten the return you get, too.
