Customer loyalty is a step of extraordinary importance for various reasons. First of all, winning a new customer is much more costly than building their loyalty. Secondly, a satisfied customer becomes a positive and free vector of advertising, so they turn into a zero-cost testimonial for your business. This is why it is said that a satisfied customer is the best advertising for every company.
Having said this, however, there can be various obstacles in the path of building customer loyalty. Your customer care service might undergo decays in performance for various reasons, or perhaps consumers’ purchasing habits and market trends have changed. You therefore have to constantly keep up with the times and inform yourself about the latest news, especially on the subject of the digitisation of services. In this regard we have created an article on customer management and on the techniques to adopt to improve relationships. You can draw very useful ideas to provide your clientele with the utmost attention and above all a customer service shaped according to specific needs.
The 3 types of customer
Let’s shift the attention towards customers, the fulcrum of every company, focusing in particular on those who have already dealt with your brand.
First of all there are the active customers, that is, those who have had a positive experience with your brand and who continue to buy from you.
Then there are the inactive customers, that is, those who have bought once or twice from you and who for various reasons no longer do so, or in any case only sporadically.
Finally there are the ex-customers, that is, those who have bought once from you and who for some reason, perhaps a bad shopping experience or an inadequate customer service, have abandoned you.
Each of these 3 customers requires a different strategy, but the attention to be reserved must be the same for all. Remember: there are no first-class and second-class customers; there are only customers who have the power to spread positive or negative word of mouth depending on the experience they have had.
How to win back ex-customers?
Convincing ex-customers or those who are not very active to spend again on your e-commerce site or at your company is a fundamental step.
The first thing to do is to recover the data of the previous year, using the software that collects entire databases. In this way you can understand what their purchasing habits are and what could have been the reason that drove them away.
Subsequently you can propose a discount bonus, a promotion or a free gadget, such as a valuable ebook or online video, to arouse their interest again. The consumer has not always “betrayed” you for a competitor, but from time to time you have to remind them that you exist and the best way to do it is to propose a gift. Gifts are always well received.
You choose the best method to win back the customer based on their preferences: an SMS, a WhatsApp message, an email or a phone call. In this way you can rekindle the “little flame” of passion and win the customer back again.
The tools to build customer loyalty
If the relationship with your clientele is going swimmingly, it does not mean that you have to neglect it. You have to reason like a romantic relationship: love must be continuously nourished, otherwise the passion goes out.
So how do you build customer loyalty? You have to keep your customer support service high, providing quick and relevant answers to their questions. To do this you can rely on the customer service or on the chatbots offered by We Are Fiber.
Do all people ask the same question or do identical problems arise for many of them? These are extremely valuable data that you can make the most of to your advantage. First of all you have to identify the critical issue and solve it promptly. Alternatively you can create a video tutorial or an article that explains how to solve the problem, or insert it in the FAQ, giving people the possibility of relying on web self-service. 69% of people prefer to solve issues on their own, so you might as well provide them with all the necessary tools to manage on their own, so as to also lighten the work of your assistance team.
As you can see, there are many strategies to build loyalty or win back customers; you simply have to adopt the one most suited to your needs. An effective customer support improves productivity and also cuts internal management costs. Are you ready to make the decisive leap in quality for your company?
Contact us; we will be by your side to win every challenge!
