What is customer loyalty?
Customer loyalty refers to the loyalty of customer towards Brand/Product/Service. Here the customers are willing to make a repeated purchase from a particular brand. It is a result of customer satisfaction and experience they have with the particular brand.
Effective communication fosters customer loyalty
Technology such as artificial intelligence and big data have made communication much more efficient for companies. In our post how to build strong customer relationships, it was shown how to reach more people with less effort. While brand communication has become easier with these advancements, there’s a tendency for the quality of communication to be compromised.
Automated and generalized communication strategies run the risk of being ineffective. Companies must find a balance between efficient yet effective communication in order to sustain brand loyalty and support returning customers.
Bonus read >> 27 interesting facts about customer loyalty.
Strategies to boost customer loyalty through different modes of communication
- Phone calls
- Website design
- Social media
Now let us understand the pros & cons of above-mentioned modes and how to use it effectively.
First impressions are extremely important in fostering good communication, especially for people calling your business with questions regarding your products. However, many business’ phone systems run the risk of making customers impatient especially if they aren’t directed to a teller immediately.
- Entrepreneur shares that one of the best ways to nail a good first impression is simply by answering the phone properly.
- Crafting a professional and efficient automated phone system will show your customers that you value their time.
- Promptly getting them in touch with personnel who can answer their queries will make them more likely to buy your product again.
While some of the older customers call for product queries, the younger ones will more likely check your website. Using chatbots is another method that has been furthering customer engagement in recent years. Chatbots is a business’ solution to all-day customer service.
Business2Community advises companies to make sure their website’s chatbots are available 24/7. Recent studies show that millennials and baby boomers appreciate getting immediate responses from a chatbot regardless of the time of day.
However, chatbots also run the risk of getting stuck and not being able to answer a customer correctly or not helping them out in the right way. This is where the human touch is necessary in order to reach out to customers whose queries weren’t sufficiently answered by a chatbot. Let these instances differentiate you as a company committed to customer concerns.
They will remember you going out of your way to help them out, and will certainly be more loyal to your brand in the future. Businesses with the convenience of 24/7 customer engagement, while also incorporating personal interaction, are better prepared to foster customer loyalty.
Suggested read >> Chatbot Human Handoff: Seamless human takeover in a hybrid solution
Brand communication goes well beyond answering queries. The ways in which businesses communicate with their customers are evolving.
Jeriad Zoghby writing for Adweek studied current trends in online company engagement and saw that businesses are adapting to the modern customer by changing how they communicate. Websites are becoming the primary tool in engaging with customers. Many brands these days give their customers freedom of choice on their website, allowing them to pick from an array of options.
While this may seem like the best option, companies who practice this also run the risk of decision fatigue. In the face of a plethora of options, people push back. In a study, almost 50% chose to leave a website because it led to a customer feeling overwhelmed.
Zoghby says there’s a solution to this and it is creating a “two-way digital dialogue” to understand your customer. This will help in creating a personal profile that reflects their needs and preferences. Instead of having them mechanically choose individual preferences online, you help shape it for them through conversational means. Crafting a user experience that is in tune with a particular customer’s passions is a unique service that will keep people coming back for more.
Companies nowadays rely heavily on mobile communication to connect with their customer base. Social media has explicitly changed how companies communicate. Medium notes that social media has allowed businesses to reach their customers at a very low budget and engage with people around the world.
It’s a reflection of how society as a whole now connects. Maryville University in their long form post detailing how in 2016, there was a 63% year-over-year increase in global mobile traffic. This shift in how the world interacts has led to a demand for specialists who can deliver “content that’s optimized for mobile”. Mobile content is distinct because it usually comes in the form of bite-sized information and easy for consumption.
To keep past customers engaged, these bite-sized and relevant pieces should come at regular intervals. Aside from that, content needs to be appealing enough to attract people scrolling through their newsfeed. These are demanding but necessary requirements in delivering content in the mobile age.
With business flocking to social media, how do you make your brand stand out? In a sea of white noise, it’s important to engage with your customers in a unique, memorable manner.
- You can do this by focusing on creating an online community around your brand.
- Aside from posting relevant content for your followers, one of the best ways to do this is to reward their loyalty. Forbes notes that many companies use online giveaways the wrong way.
- Utilizing giveaways to gain more followers will only attract people interested in the prize.
- What you want to do is “reward your fan base” by creating incentives for followers who are genuinely interested in your brand.
This will remind them why their loyalty is beneficial. It’ll keep them interested in following your brand for the perks it provides.
However, building a community doesn’t need to be restricted to purely online means. Physical communication is still the foundation of our relationships and the same goes for businesses.
Marketing expert Kristen McCabe emphasizes the importance of events to forge human relationships with your customers. She gave an example of a shoe store in Denver that holds monthly private events for its regular customers, complete with champagne and entertainment.
Holding regular events and meet-ups is still an important aspect of brand communication. Through these events, you’re selling the experience as well as a brand. Customers come in with the purpose of networking, but they leave having purchased more of your product.
In the end, there’s no one roadmap to effective communication. Companies achieve this differently based on the type of industry they’re in and the type of market they wish to engage. The most important thing is to be able to recognize your customer base and understand their behavior. Studying your market through data-driven means will be the most effective way of achieving this.
Market studies are a constant process and don’t just stop after launching your product, continuing to monitor your market closely will help you craft communication strategies that keep your customers coming back for more.
This is a guest post by Ashley Therese.
About Ashley Therese:
Ashley Therese is a communication specialist. She focuses her articles on how marketing norms have evolved in the digital age. When she is not talking about communication, she enjoys cycling and going on hikes.
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