People can be a fickle bunch, and the internet and online shopping are making us more so. This hasn’t been helped by a pandemic and lockdowns. In 2017, it was reported that 85% of buyers started their search on Google. We’d hazard that, after the last year, that number is significantly higher. However, if you sit a group of people in a room and ask them their recommendations for a good second-hand car, they’ll all have an opinion on the best vehicle they’ve driven. Even better, sit them in a room and ask the question, “Apple or Android?” and you’ll get to see fierce brand loyalties being brandished.
We don’t mention the Apple v Android debate lightly. Apple has one of the highest levels of brand loyalty, with around 87% of its customers regularly responding that they will continue to buy from the company. This figure goes well beyond the fact that their products are desirable. The company invests heavily in developing and maintaining customer loyalty, and they have good reason to.
Why is customer loyalty so important?
In the most basic terms, customer loyalty happens when your clients consistently choose your products over your competitors. It can be for many reasons which go beyond just simply liking a product or service. Things such as customer service, after-sales, and continued interaction after the point of sale ensure that they carry on coming back for more. A loyal customer base also ensures that you have an audience that will be less swayed by price and availability and who will potentially pay more to receive the quality of service and product that you supply.
Loyal customers also provide the word-of-mouth recommendations that every business needs. Nothing is better than someone who has used a service telling you how good it is. It creates an element of trust. That’s why it also comes as no surprise that around 85% of B2B business comes from referrals (NAMA can attest that the majority of our clients came to us because they were told about us).
How to create brand loyalty
Customer buying behaviour has changed over the last year, and businesses need to consider focussing on putting their clients at the heart of what they do. You need happy customers to keep your business going, and it’s even better if they keep coming back for more. This is why it’s important to consider your relationship with your customers as a loop. They look at various brands based on what they know, marketing, and recommendations, evaluate what they have to offer, select the brand and product and purchases, and then build a series of expectations based on their experience.
These expectations build the foundations for further purchases. Ensuring that you meet (and surpass) their expectations at every level increases the likelihood of retaining the customer.
There are a number of ways that you can create brand loyalties and loyal customers.
- Ensuring that you provide the best service and product
- Utilising marketing strategies to make your brand attractive and open to target groups
- Providing an impeccable customer experience that includes a responsive website that works across all devices
- Being responsive to markets and trends
- Providing added value over your competition
- Start a referral scheme (HelloFresh is an excellent example of a referral scheme that rewards its loyal customer base)
What about customers my business may have lost during lockdown?
The end of lockdowns and the return to some semblance of normality is an ideal opportunity to win back the clients who may have lapsed during the past 16 months. There may be many reasons why they haven’t used your service or products. Your physical business may have been closed, or they may have been forced to buy elsewhere due to circumstances beyond your or their control.
A reopening gives you the opportunity for reconnection, reminding them why they used your service in the past and asking if there is anything they would like to see you doing differently or any other products or services that you could supply. At best, they will have their brains jogged and return to the fold; at worst, you’ll receive valuable feedback on why they’ve taken their business elsewhere.
Is it time to reconsider your business and marketing strategies?
NAMA has extensive experience in working with companies and organisations of all sizes, advising them on how to build and retain their client bases. If you’d like to find some fans for your brand, drop us an email.
