Customers are the backbone of your business, and retaining them is the key to success. While acquiring new customers is vital to your future growth, so is keeping your current customer base happy and encouraging them to make repeat purchases. In fact, increasing customer retention by 5% increases profits between 25% and 95%. Let’s take a brief look at why customer retention matters and how you can build a loyal customer base.
The importance of customer loyalty
Customer loyalty refers to the ongoing positive relationship between a business and its customers. It prompts repeat purchases and encourages existing customers to choose your company over competitors offering similar products, services, or benefits.
Loyal customers act as brand advocates for your business. Others are more likely to trust recommendations from friends and family over purchasing decisions. It keeps marketing costs down as longtime customers don’t require the marketing efforts potential customers do.
In fact, they’re more willing to leave positive customer reviews. These testimonials help win over consumers who read reviews. Once you earn their trust, they’re eager to try and spend more on other products and services you provide. This eventually drives more profits.
Building a loyal customer base
Now that you know the importance of having a loyal customer base, let’s look at how you can earn and build customer loyalty.
Gauge customer satisfaction
The best way to show customers you value them is by showing willingness to change. Constantly ask them for feedback, reviews, or opinions through feedback forms, email reviews, or customer satisfaction surveys to measure customer happiness and implement their feedback and improvements to show proof of your dedication.
Aim to share anecdotal feedback about common issues and how you can solve them. You can also monitor and analyze social media activity or online responses to pinpoint areas of improvement.
Offer customer-based loyalty programs
- Points program: They’re helpful and one of the most popular programs because it is easy to earn points and redeem them, such as for giveaways or credit towards the next purchase.
- Tier-based programs: Once you complete one spending level, you can unlock the subsequent level to access additional rewards or benefits. For example, at “diamond level,” you can get exclusive pricing for more expensive services or products.
- Subscription programs: These are also called premium loyalty programs, where consumers subscribe and pay an upfront fee and receive rewards (which can later be redeemed) in return.
- Referral programs: A refer-a-friend program rewards customers who refer their family and friends. It helps reduce customer acquisition costs as customers do the work for you.
Use social media
An active business profile on different social media platforms is crucial in building a relationship with your audience. Consider sharing behind-the-scenes information about your products, services, or brand. Interact with your followers and encourage them to come back for more, such as by allowing them to sign up for loyalty programs using their social media profiles (you can reward them points for sharing your brand’s content, such as blog posts).
Conclusion
More must-read stories from Enterprise League:
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- Find out how having age diversity in the workplace can improve your business.
- Creative spiritual business ideas that you can start today.
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