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How Customer Loyalty, Retention, And Satisfaction Drives Business?

October 14th, 2021 Leave a comment Go to comments
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It’s not a stretch to say that business and customers are in a kind of symbiotic relationship.

A business offers a solution, while a customer supports that solution with their hard-earned money, thus helping the business improve the said solution. 

This is where the often nebulous concept of “customer loyalty” comes into play. Clients are free to go wherever they want and to whichever solution provides the most value to them, so any business worth its salt has to invest a sizeable amount of its resources into customer loyalty and retention. Which is exactly what this article will cover.

What is customer loyalty?

Put simply, customer loyalty describes an emotional relationship between a business and a customer. It’s “measured” by the customer’s willingness to engage and repeatedly purchase the products and services of a certain company versus their competitor’s. 

Usually, this is a byproduct of a customer’s positive experience with a business. It creates trust between the customer and the business which, in turn, increases the likelihood that they’ll go to them first before considering other alternatives.

Why is customer loyalty so important?

Here’s a number for you: loyal customers spend 67% more on products and services than new customers. 

But the benefits of investing in customer retention/loyalty go beyond just vanity numbers. Customer retention is a vital indicator of a company’s health and long-term viability. 

Let’s quickly go over a few reasons whyfeedback. More often than not, it’s your loyal customers who respond to surveys and answer your calls for feedback. This is the group that will allow you to get more Amazon reviews for your products (if you are selling there). This is because being loyal customers, it’s safe to assume that they’re heavy users who know your product inside out and consequently, are able to offer more qualitative feedback than casual customers.

  • Creates brand ambassadors. Also known as “word of mouth marketing” or “a marketer’s dream come true”. Having brand ambassadors is one of the best indicators that you’re doing things right, because it basically amounts to happy customers spreading the word about your brand to their friends, organically. Or even on social media — the bigger their following, the better. The best thing about it? It’s free.

  • Drives repeat business. This brings us full circle to the beginning of this article — happy customers are more likely to keep coming back to your business and try out new products. This may go without saying, but many businesses focus too much on bringing in new customers to the detriment of the customers they already have. So it is always a good idea to start by answering the WIIFM (what is in it for me?) for your customer.
  • What drives customer loyalty?

    Factors about product and services

    It is the main driving factor through which an organization differentiates between its online form builder.  If this works, the organization sees an increase in loyalty. Now, the customer will be more unlikely to switch to a competitor.

    This method cannot be used as an accurate indicator for tracking the loyalty of the customer. However, the data may not be 100% precise, which can lead to loyalty variation.

    • According to the value matrix

    In this case, loyalty is tracked using matrix quadrants, wherein a service judges the customer based on values. Customer values can relate to neglected, premium, or pitfall. If loyalty shifts from neglected to premium, then it is a good sign that loyalty is intact. However, if it goes from premium to pitfall, it indicates a downfall in loyalty. 

    If this scenario occurs, the customer would probably divert from one business to another. It’s a good wake-up call that it might be time for the service to take action in order to retain the customer. 

    What is the most direct cause of customer loyalty?

    There is no one single thing that can be definitely stated to increase customer loyalty, but the following can be used as a starting point:

    • The business provides excellent support to customers.
    • Enables customers to make repeat purchases
    • Acknowledges the customer by anticipating their needs based on profile.
    • The service offers a loyalty program exclusively for long-time customers.
    • Using new technologies that improve the way customers interact with the brand. For instance, making it easier to leave a Google review for the business.
    • Connecting with customers directly and organically via social media. In fact, maintaining a consistent social media presence is key to connecting with your customers long-term. Using a social media scheduling tool for platforms such as Instagram or Twitter will do wonders.

    Why is the loyalty that results from building relationships so important?

    Businesses don’t earn profits with their activities done in the competitive market. It is the customer base through which the business thrives. Thus building relationships is important to raising customer loyalty. 

    It all depends on the transparency a business keeps to build trust and confidence among the customers. Secondly, a human sales approach works best as opposed to a more business-like approach. as this generates leads that help the company stand out in the market.

    Wrap up

    That’s a wrap on this piece about customer loyalty. The main takeaway is that businesses should focus on raising customer loyalty and retention as much as on bringing in new business. Long-time customers may be the harshest critics, but they can also be a great source of insights that businesses can tap into to expand and improve their products. 

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