Yes you read it right. Customers would like to build a relationship with you. A relationship that capitalises on a consistent, quality experience that delivers value, makes life easy, is focus on customers as individuals and takes the time to understand individual needs.
So why are customers not returning? Why is business spending increasing amounts on trying to find and attract new customers? And why are so called customer loyalty programme not delivering results? Just a few of the questions many businesses are struggling to answer.
What is loyalty?
Loyalty is not about offering carrots, the approach used by so called loyalty programme. Loyalty is about building relationships.
A great example of the current focus on loyalty came from a friend of mine that recently tipped out a wallet full of loyalty cards many for businesses in the same industry, a great example of a lack of loyalty to one business over all other competitors.
Delivering a consistent, quality customer experience is a vital part of building that important relationship and I stress consistent. In today’s highly competitive world where customers have more choice than they have ever had, individualising the experience is the key to exceeding expectations.
Let’s be clear just satisfying a customer is no longer enough. To build loyalty and advocacy expectations must be consistently exceeded.
How do you grow greater customer loyalty?
Commit to the development of a customer centric culture within your organisation and then work through the customer experience development steps that will ensure an on-going development journey. A journey that will build not only greater loyalty from your existing customers but will capitalise on their loyalty via word of mouth recommendation, clearly today’s most powerful form of advertising.
This approach has one goal and that is to grow an organisations customer loyalty and advocacy. Profit and growth are stimulated primarily by customer loyalty. Loyalty is a direct result of exceeding customers’ expectations. Exceeding customers’ expectations is largely achieved by the value of services provided to customers. Value is created by engaged, loyal and productive employees. END
Chris Bell is the Managing Director of Customer Experiences a business committed to building successful businesses through the development of high quality customer experiences firstname.lastname@example.org www.customerexperiences.co.nz 027 2792360