From substantial global companies to local boutiques, and every other business in between, customer loyalty is an integral part of marketing strategy.
Bringing visitors back to your brand and converting them into lifelong clients is a significant predictor of future success. Brand new customers are both problematic and expensive to convert into loyal clients. The word of mouth promotions from existing buyers are often worth a lot more than any of your other marketing investments.
The trick here is to know how to motivate repeat transactions effectively. Below is the detailed list of the five secrets to any loyalty program success that every significant brand follows.
One: Stellar customer service
Every successful company knows that excellent customer care can generate some of the most satisfying moments throughout the whole business. It is where the Golden Rule of customer service becomes applicable: Deal with each of your customers precisely as you’d like to be treated, and never let your users become anything less than brilliant.
The Parks and Resorts division of Disney is one of the best examples of this marketing strategy, which is in action. However, the company has gone through some low periods in between, the focus on enabling a memorable, magical experience keeps the customers visiting back every year.
It’s mainly about the little things that mostly go unnoticed:
- friendly phone services
- helpful associates
- the extra special moments that show just how dedicated you are to go beyond all limits to help your customers
Even every other mistake can be amended if your service standards are outstanding. Like any vast company, Disney indeed receives a lot of unsatisfied customers. Still, the company makes sure its employees routinely go out of their job roles to correct any mistake. Similarly, Apple equips its highly helpful Genius Bar to every customer experiencing trouble with a machine. That little extra service often helps to turn around a lousy product-moment into the epitome of customer loyalty.
Two: Creative loyalty programs
Not just acquiring new customers, customer retention is also a priority for every brand, and only a thoughtful loyalty program helps to bring back a customer regularly. Based on a series of customized offers, unimaginable perks, exclusive offers will give your clients the motivation to do business with you. Sometimes big companies treat their most loyal customers with a set of VIP offers that encourages every customer to return.
Not always is it enough to offer simple membership cards or irregular discounts. Most of the world’s biggest companies have created such unique customer loyalty programs that make credit cards’ benefits seem like nothing. In recent times, we have seen that Amazon Prime offers many services like two-day shipping, free videos, etc.
Sephora, Ulta, Nordstrom offers various beauty and fashion rewards like free makeovers, free alterations, concierge services, etc. Different air travel services often give frequent fliers the benefits of open-air miles. Brand dedication and regular purchases should be rewarded to maintain and retain customers. It would be best if you made your customers feel valued and unique. In return, you will be rewarded with years of loyalty.
Three: An engaging and consistent relationship
We human beings crave consistency and comfort from everything. It is also applicable to the relationships we have with different brands. As buyers, we would always want the assurance of good and quality products, superior services, and that the brand will always address our personal needs.
Every big business spends hours after hours to build a reliable system that will feed the above factors, everything of which originates from customer engagement. Actively engaging with your customers through marketing communications, social media platforms, emails, and text messages are essential pieces needed to complete the loyalty program success puzzle.
But if you keep switching your brand image constantly, you will run the risk of confusing your clients on whom you rely the most. Make your customers feel that you can never let them down by engaging with them regularly.
It might be considered as a direct sales tactic, but it is one of the strategies that can make a significant impact on your business and help you earn that extra point to get ahead of your competitors.
Four: Those extra-mile moments
All of us love receiving surprise gifts once in a while. Going that extra mile and making an effort to keep your customers happy. Also, it helps to retain and grow your customer base.
Brands like Urban Outfitters and American Airlines sends every loyal client of theirs, a special birthday gift to remind them that they are special. Keeping a record of every customer can be tiresome. NextBee has some fantastic tools to keep everything in track for you. It eventually runs your customer loyalty program smoothly.
Some brands use personalized data from their record system to help customize the gift further. That adds a special touch of intimacy that human beings are a fan of that often leads to gaining a loyal customer for a lifetime.
These practices also encourage word of mouth marketing, helping you retain a loyal customer while expanding your customer base. Loyalty program success depends on a human-to-human interaction rather than a business-to-buyer transaction.
To give that extra boost to your loyalty program, instead of sending rewards, take a cue from Chanel’s cosmetic counters. It treats a customer with a deluxe sample package for anyone who is spending massively.
Get inspired by Etsy’s small-time sellers by including a small handwritten card of a congratulatory letter with the purchase of any baby item. You can also use the data from your records to wish them well on their birthdays, graduation, anniversary. Or else, on any other special milestone achieved by your customers.
When you show them their value for your brand, they will repay you with their loyalty. It will only help to give a boost to your business.
Five: Overwhelming authenticity
Even huge companies like KFC and Starbucks understand the importance of authentic interactions. It is the key to loyalty programs’ success and customer retention. Every client wants full attention while interacting with the brand they love. The best way to achieve this is by using brand voice, image, and identity. It will break the ice between a company and a client.
You have to resist the urge to create a detached tone for your brand. Although it may seem like the best way to display your company’s expertise and luxurious products. It often leads to making your brand appear less than relatable.
Suppose you have the necessary data of your client base in your records about their lives and preferences. You will be able to engage with them from a place of authenticity, which most clients value over everything else.
Use the above tips to add value to your client interactions, and you will reach to loyalty program success in no time. And of course, if all this seems a bit too much to implement in your business by yourself, NextBee, with its team of experts, is ready to help and sort you out by creating a fully customized loyalty program.