Now that the world is going back to normal, it has become essential for businesses to rebuild their customer base and strengthen customer loyalty. Studies show that 60% of loyal customers don't mind referring to their friends and families, whereas 39.4% of customers only buy from their favourite brands, even if a cheaper option is available elsewhere.
Customer loyalty can make or break a brand. And if your business is to flourish in the post-pandemic world, it's time to inspire your current and future clientele to trust your brand and stay faithful to it.
Let's discuss some ways enterprises can rebuild customer loyalty in 2021 and beyond.
Remain Consistent With Your Online Communications
The pandemic has accelerated digital adoption across industries by many years. As customers increasingly look online for products and services, online communication has become the key to interacting with your customers and building a loyal customer base.
Studies reveal that 71% of consumers who have had a positive interaction with the brand on its social channels are likely to recommend it to their friends and family. This clearly signifies the importance of building a clear and quick line of communication with your audiences.
Social media channels aren't just great for marketing activities, but they also help customers interact with your brand, leave testimonials and reviews, and give you their feedback effectively. This two-way communication can work wonders for your brand image and customer loyalty when done right.
Sort Out The Problems Of Unhappy Customers
It only takes one unhappy customer to spell doom for your business. And, unfortunately, word of mouth spreads like wildfire, and one scorned customer can run your reputation into the ground.
This is because people rely heavily on reviews in this day and age. You can expect your prospective buyers to investigate your services and products on online avenues like Yelp and Google Business
A typical example of this is Yelp. A poorly reviewed restaurant on Yelp can lead to fewer customers for the establishment. In addition, 53.3% of customers expect businesses to respond to their negative feedback within a week of submitting it.
Most restaurants and other establishments often offer their unhappy customers free products or discounts to appease their resentment and displeasure. Incentivizing the customer to revisit your shop (online or offline) can give you a lifeline. That being said, you still have to ensure their complete satisfaction to keep them coming back.
Offer Discounts, Promotions, And Gift Cards
The best way to show your customers that you care is by ensuring they have a stellar experience every time they interact with you. Most businesses do this by giving them seasonal deals, special discounts, birthday gifts, and all kinds of incentives.
Take Starbucks, for example. They have cracked the code on marketing to the younger generation and have one of the world's most loyal customer bases. That's possible by what's known as the best loyalty program in the world. They make this possible by giving "star points" to their customers for every purchase. These points can be redeemed for free products – the more star points you earn, the bigger the reward.
Take Your Email Marketing To The Next Level
No, email marketing no longer means sending out thousands of emails blindly, hoping some of them stick. No one wants their inbox to be filled with hyper-promotional emails from brands they barely recognize.
So, take your time to curate a list of subscribers who've given you their express permission to send them emails. Next, craft offers that they can't say no to, pair them with quality content that engages and interests them, and now you have a recipe for success.
In the post-pandemic world, your prospective customers don't have the time to interact with brands that only shove salesy messages down their throats. So take time to find ways to provide real value to your subscribers. That's the key to enhancing your email open rates.
Unfortunately, the average open rate for emails is 20% because customers can tell through the subject line when they are being sent useless information. So they never open the email. Brands need to improve their email targeting through focused segmentation to improve this number, showing customers only what they need.
Understand Your Customers' Needs
A customer will only be loyal to your brand if their needs are met. The age-old saying "the customer is always right" applies here. After all, customer satisfaction translates to customer loyalty. In this digital age, businesses can use their online communication channels to understand what the customers want and take measures to meet those needs.
Additionally, a study by Accenture shows that 91% of customers are likely to shop at a brand that offers personalization. Post-pandemic, customer needs have drastically changed, and there are several things that a business can do to promote customer satisfaction. These include:
Fast Shipping And Delivery
Customers have gotten accustomed to getting their products to their doorstep. This has created an entirely new need that businesses need to fulfill. Customers want their products delivered quickly. According to 97% of consumers, same-day delivery is considered fast. In addition, 95% of consumers agreed that next-day delivery could also be considered fast.
This encourages businesses to improve their logistics to offer fast delivery and enhance customer satisfaction.
24/7 Customer Service
Customers demand convenience when it comes to picking a brand. To build customer loyalty, offering them 24/7 service regarding their purchases can make all the difference.
People prefer texting over calls as they find it quicker. Therefore, a business that offers a text support service on top of its helpline can improve customer satisfaction.
A curbside pickup is when the customer places an online order and picks up the order from a convenient location like the store or business warehouse. This benefits customers by helping them avoid queues and cuts down the business's warehouse fulfillment costs.
Building a solid customer relationship is paramount for any growing business. That's because the global pandemic has changed the way customers interact with brands, encouraging them to re-evaluate their marketing strategy.
To keep your customers coming back, you need to understand their needs and stay responsive to queries. Furthermore, create a solid and consistent digital presence to be memorable in this day and age.
About the Author
Will Schneider is the founder of InsightQuote, a match-making service for B2B services, and writes informative posts about fulfillment services at Warehousing And Fulfillment. He is passionate about helping businesses find the right solutions to improve their operations. When not working, Will enjoys coaching youth basketball.