You've certainly put all your energy into building up a portfolio of customers, but you still need to find ways of retaining them over the long term, and if possible turning them into ambassadors for your brand. Certain loyalty techniques have proven their worth, and we're going to take you through them.
The importance of building a loyal customer portfolio
First of all, we must never forget that it's easier and far less costly to convince a former customer to use your services again, or to buy one or more of your products, than it is to persuade a prospect to trust you. Secondly, loyalty helps torecoup the costs of acquiring a new customer. That's why loyalty programs as a whole have experienced significant growth over the past thirty years, mainly thanks to the development of new information and communication technologies (NICT). These have fostered the emergence of numerous customer management tools.
Finally, studies have shown that customer loyalty helps companies to cope with economic downturns and provides them with the cash flow they need to finance their development projects.
The best techniques for building customer loyalty
Maintain and improve the quality of your products and services
It's certainly the most effective way of ensuring customer loyalty. These days, consumers are more and more demanding about quality, product origin, delivery times, after-sales service, product return options... If they detect the slightest flaw in your sales process, they will, without hesitation, go and test the competition.
Improving the customer experience
With the globalization of supply, the options for choosing a supplier are becoming ever more extensive, making it harder to attract and retain customers. To continue to win over your customers, you need to listen to them at all times, and take their feelings into account throughout the purchasing process and in the weeks that follow.
You need to make sure they're fully satisfied, and find solutions to any problems that may arise. Indeed, a disappointed customer can easily spread the word via social networks by posting a highly unfavorable review of your company. Negative comments are always hard to make up for, which is why you need to take them into account and show Internet users your deep desire to meet their expectations. This is an excellent way of limiting the loss of customers who find themselves dissatisfied at some stage (delivery times, after-sales service, drop in quality...).
Offer a loyalty program, VIP status, discount coupons
A loyalty program increases the average shopping basket of your customers, as they are encouraged to prefer your company for their purchases, and to consume more and faster to benefit from the discount obtained as soon as their loyalty card is filled.
VIP status allows you to offer preferential pricing, exclusive benefits, dedicated services, private sale days... Customers are always sensitive to the consideration you give them, and feel valued when they obtain this status.
Discount coupons, especially when they are limited in time, encourage "impulse" buying. They are particularly interesting for selling accessories that fit with the product purchased in the first place. Often halted in their tracks by budgetary constraints, customers who receive a discount coupon are quick to indulge, so as not to miss out on a "bargain".
Setting up sponsorship operations
Word-of-mouth has long been recognized as the best way to make yourself known, and with online sales, it's growing fast. What's more, a number of major companies have no hesitation in using the sponsorship mechanism, which consists in rewarding both the sponsor and the sponsored customer. It's a "win-win" operation that's proving an invaluable tool for building customer loyalty and attracting new buyers.
What's more, by turning your former customers into ambassadors for your products or services, you'll be able to advertise at a much lower cost than traditional advertising campaigns.
Use the newsletter to stay in touch
The purpose of this newsletter is to create a regular contact with your customers. Whether it's to let them know about new products, to propose a promotional offer or to offer advice, it's always appreciated, because it creates a bond that goes beyond the simple commercial relationship.
The newsletter can also be used as a customer survey, giving you valuable data on what your customers want from you.