Branding has always been considered to be one of the most effective marketing strategies. Developing a brand doesn’t just help your business stand out in a sea of competitors, but it also allows you to establish a more personal and meaningful relationship with your target audience.
Such relationships create unique communities that foster trust, loyalty and engagement. However, the road to ensuring customer loyalty towards your brand is a long and challenging one. You can’t simply choose a logo and call your company a brand then expect customers to flock around you.
The fact of the matter is that you must win over customers and earn their trust through your deeds, actions and, of course, keeping your promises.
Therefore, taking care of your customers and always having their best interest in mind is vital not just for the success of your brand but also for strengthening the customers’ loyalty toward your brand. With that in mind, here are a few ways to boost customer loyalty for your brand.
Leverage a loyalty program
Implementing a loyalty program to strengthen customer loyalty is an obvious choice but also an effective one, nonetheless. As a matter of fact, 76% of consumers state that loyalty programs are a part of their relationships with brands.
After all, every brand wants to improve their bottom line and retain as many customers as possible through loyalty. That being said, loyalty programs are an excellent means for customer retention as well.
Repeat customers tend to spend up to 67% more than new customers, and in many cases, 80% of a brand’s profitability originates from 20% of retained customers. However, you must decide which loyalty program is ideally suited for both your brand and your customers.
Furthermore, different brand types leverage different loyalty programs. For example, flight services and travel agencies oftentimes use a tier-based loyalty program where customers advance in tiers based on their loyalty. Each tier has unique benefits, discounts and rewards.
Moreover, retail and e-commerce brands opt for point-based loyalty programs where customers are rewarded with points with each purchase. Points can later be exchanged for free goods, discounts, rewards and other benefits.
Focus on the customer experience
Loyalty towards a brand in many ways depends on how you treat your customers and what kind of experience you provide them with. Nowadays, exceptional products or services are no longer enough to ensure customer retention and loyalty when it comes to brand relationships.
In fact, today, it’s all about the customer experience. For example, customer service and support have a major role to play in defining customer experience but we will talk about those a bit later. Now, we shall focus on all other activities a brand does that contribute to the overall customer experience.
The first factor is the brand itself. The way you create a brand identity and present it to your audience is vital. Brand core values, brand promise, mission and even a unique tone of voice you use to communicate with customers is essential. Therefore, brand consistency is the key to exceptional customer experience.
Let’s move on to the brand’s social media activity. Everything a brand does is portrayed on social media platforms. You must carefully plan how you communicate with your audience on every channel you have a presence on, which content you develop and how you distribute it and how you engage with your audience.
For instance, you can leverage a social proof tool such as Cue to engage customers the right way and encourage them to take the desired action. Brands rely on social sentiment, and they adapt their strategy based on how customers react to their efforts.
Customer service and support
Every brand needs to improve the overall customer experience if they wish to ensure customer loyalty. As mentioned before, customer service and support are vital for a good experience. Consequently, 86% of consumers are willing to pay up to 25% more for a better experience.
Furthermore, 60% of consumers will stop doing business with a brand if they receive a bad service. What’s more, 46% will move on to another business if they receive bad support. Long story short, one in every three customers will abandon their beloved brand due to a single bad experience.
That’s how important customer experience, service and support are. Therefore, to strengthen customer loyalty, you’ll have to boost their experience and you should start with service and support.
Since brands have unique relationships with their audiences, you can always ask customers for feedback. Ask them what they want and deliver it to them. This will not only ensure proper appreciation but it will also encourage customers to become loyal.
We mentioned before that brand consistency is vital for good customer experience and customer loyalty. However, simply saying that consistency is essential doesn’t do it justice. Therefore, let’s talk about consistency a bit more, shall we?
As you may know, companies develop brands and present them to their audience, which is called a brand identity. They also create brand personalities to make brands more humane or human-like, if you will. This is crucial for establishing a proper relationship with customers. Those relationships are also based on emotions in most cases.
For example, you’ve probably seen customers remain loyal to the brand even if another band has better offers. Once you establish such a relationship, you must remain consistent with your efforts. Even a slight deviation from what customers are used to will cause distress, to say the least. This is especially true if you have a reason to rebrand. If you must take this course of action always consult with your customers first.
Strengthening loyalty towards your brand is oftentimes a challenge. Customers have specific needs, demands and expectations you must meet to ensure their satisfaction. However, with a good strategy and, of course, a good understanding of your customers, you can make sure that they’re as loyal as they can be.