Consumers are inundated with advertising for products and services every day, through social media, through ads and signage on the street, through direct mail, email, tv, radio, sms…and the list goes on. So how do you, as the consumer, make the choice? And how do we, as the marketer, keep you as a customer once you’ve chosen us?
Convenience and visibility are key factors. Customers aren’t going to dig around for the content, information or products they’re looking for. If they don’t find it almost instantaneously, they’ll find it elsewhere. But while being convenient and visible may get the customer in the door, how do you keep them coming back? The answer may be obvious: by personalizing the experience and building a loyalty to your brand within that customer.
There are a few tips to consider when building brand loyalty:
- Brand Consistency – The customer should get a similar feel every time they get an opportunity to utilize your product or service. Be sure to deliver what you promise, every time. Your brand warrants visual consistency too. Logos and design elements should be the same whether in person or online.
- Social Media – use it consistently. Be current and try to inject an element of humour when it makes sense to do so. Give your fans a voice to get them talking, then address their comments promptly.
- Giveaways or Reward programs – offer a rewards program or some sort of customer recognition. This could be in the form of a points card, a rebate, coupons, or something free on their birthday.
Present-day customer service differs from the customer service of the past. It’s evolving, and marketers need to shift their focus to a more personalized, experienced based approach. Superior customer service begins from the time the customer shows interest, then up to and after the point of sale. As businesses offering a product or service, we need to deliver value, engage with our customers in a positive way, listen to customer feedback early (and often), and adjust accordingly.
Brand loyalty is affected by both good and bad customer service interactions. Customers are much more likely to share a bad experience than a good one. We need to strive to keep their experience as positive as possible; even a dissatisfied customer may still return if they’ve achieved what they consider to be a positive outcome to their issue. Negative customer experiences can lead to poor reviews, and with social media at the forefront of the review platform, this could adversely affect your brand.
JR Direct has had loyal clients for over 30 years. Let us show you the techniques to building your brand and keeping your customers engaged long term.