LOYALTY PROCESS AND STRATEGIES

What is loyalty?

In general terms, loyalty is to convert customers purchasing a product or service in actual or regular customers of the brand, company or business that provides them.

In other words, it is the expression of loyalty by the consumers towards a specific brand. To gain loyalty from customers means they will purchase your products or services regardless of their price and that they will always choose you over the competitors.

The loyalty process is as important as attracting and converting customers; it is the next step, when to care for them and keep them by your side.

Think about it, what is the point of having invested in engaging and converting customers without long-term results?.

The loyalty of your customers can mean a “secure” income and, of course, can benefit the profitability of your brand, company or business.

Other benefit of customer loyalty is that, by keeping a closer and customized relation with your consumers, you get to know them a lot better than your competitors.

You have valuable information on them that may help you know exactly what they are looking for. This way, you will be able to tell if changes are needed to perfect your products or services or, even better, to invest in new products or services they might be interested in. This is the basis for a good loyalty.

By this point you should be really interested in obtaining your customers loyalty, isn’t it?
It is not enough to have them purchase your product or service once or twice, you must achieve more than that. In order to attain fidelity, you need to create a connection between the customer and your brand, make them trust it and reach out. And not only a few times, but for years, if possible.

But, how to achieve loyalty?

Here are six strategies that, with no doubt, can help you connect deeper with your customers and attain the dreamed loyalty.

1. Customer service Shows that your interest is beyond economic and that you really want to solve their doubts or difficulties.
2. Offer incentives. What would motivate you to keep buying from a same company or business? Discounts, upgrades, free services?
3. FAQs: Provide materials (infographics, images, videos, etc.) that provide a quick answer to frequent doubts or questions regarding your product or service.
4. Webinars: Provide information on your product or service, to help customers to know it and use it better, in order to take full advantage and increase its market value.
5. Make them feel appreciated: Always be grateful for your customers preference and clearly state how much you value their interest in your brand.
6. Segment: Know your target audience perfectly and ensure that whatever you are offering is always related to their interests and needs. No more, no less.

Just as a note… to gain loyalty or to retain?

Lastly, it is important to highlight that what you must look for is to gain the loyalty of your customers, NOT to retain them. It is not about forcing them or gain their loyalty by force.
When we talk about loyalty, we refer to make clients WANT to stay with your brand. Make them feel comfortable and benefited. That they do not need look further.