Customer Loyalty

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Customer loyalty to a brand. That’s what we normally read everywhere…

But to be worthy, the brand must be loyal to the customer.

So, we are talking about being loyal to each other !!

In fact, this reciprocity establishes partnership, when both truly work together, trusting each other, to achieve success.

But what does it mean “brand loyalty to a customer” and being “customer partner”?

It actually means a lot, follow me:

· It means being truthful with your customer

· It means focus on their focus and not on yours.

· It means have the customer satisfaction in the DNA of the company and employees.

· It means to have teams prepared to excel with the customers.

· It means to have the customer in the center of your organization.

· It means to listen to what they say, value and act fast.

· It means to follow the entire customer journey, understand what happens, why it happens and excel.

· It means to manage the relationship with them. Have all the company actions towards customer needs. Follow constantly and don’t rest on success.

And a lot more…..

I guess by now you can realize how much being loyal to customer means and what you can bring to the company should you excel.

Once you do all this you will certainly, without doubt, not only motivate customers to be loyal to you, but be WANTED !!

Is it difficult to implement? No, but it demands focus, alignment and commitment from the entire company and not only from the customer interface area. Each link above gives you directions how to build the path.

Give the reason to the customer PROUDLY says that he PREFERS YOU, LIKES to work with YOU, because he feels unique and cared, part of the family, because whatever happens he knows you will be there for him.

Why did I use the word PROUDLY? Remember, the customer chose you and this choice is sometimes quite an important move inside the company. So, give him all the reasons to show to everyone that he made the right call by selecting you.

Loyalty is not only about creating a Loyalty program, card, etc. This action, by itself only, will not create any loyalty at all. Giving prizes to a customer will not lead to any loyalty. Once the program is finished, or the customer start not seeing that much value anymore, or somebody else offers more (quite easy to do it), he will move to somewhere else.

Having a full structure built to be loyal to the customer is not for everyone, but for the visionary and bold leaders, the ones who wants to leave a legacy, the ones whose interest is in the sustainability of the company on the longer term.

It is all about creating memorable experiences, understanding customer success and feel like it is yours, it is to go extra mile whenever is necessary, to be intuitive, disruptive, it is not to stick to rigid policies and procedures, on the opposite, have a chaordic organization with flexibility to read the situation and take the best actions for the company and for the customer by empowered teams.

Loyalty comes on the day-by-day business.

Customer demands great experience during the entire journey. It has to be consistent and reliable, avoid frustrations (trigging deep emotional bonds which might make you lose a customer should you fail in one of them). There are several serious researches which proves with data that you need 12 positive experiences to compensate a negative one, if you are given the chance to get to the 12……

Key words here = listen, remember, understand.

Personalization: by understanding customers values and preferences by “listening” to the data you have from the customer will get you to know better your customers and personalize your interface. (you might not know, but you do have a lot of data from your customer and you can profit from it).

It is all about investing on the right time, on the foundation. It is about spending wisely. It is about making the organization to work naturally according to these values. 

You will certainly spend less on the longer term and will considerably not only increase your revenues but create a very stable and sustainable scenario.

I hope this article could have enlighten how important this theme is for the future of your organization.

Sept 21