Read on and learn how to build strong customer loyalty for your business’ positive brand reputation.
In this article:
- Establishing Excellent Customer Service to Build and Maintain Brand Loyalty
Tips for Building and Maintaining Customer Loyalty to Boost Your Image
Establishing Excellent Customer Service to Build and Maintain Brand Loyalty
You know you’re doing something right if you can develop loyal customers. Perhaps the more difficult challenge is maintaining loyal customers.
Once a customer experience exceeds their expectations, they’re bound to become your business’ unofficial ambassadors. Not only will loyal existing customers keep patronizing your business, but they’ll also be sharing their experience with their acquaintances. This builds up your company’s image even without spending more on marketing.
So what’s the key? The first principle of customer loyalty is following the Golden Rule – something we all learned in elementary school.
For additional help, you can follow this strategy cycle of eight tips to keep in mind when building and maintaining customer loyalty.
Here it is. The 8-step cycle to build and create customer loyalty:
1. Capture, Case, & Fix Issues
This is a no-brainer. If you want to keep your customers and build loyalty, you need to find what their pain points with your company are.
Capture what is wrong, get someone working on it, and fix the issues. Remember, returning to this throughout the process will be vital.
It’s important to identify the problems consumers face and address them as soon as possible to earn loyalty points. This way, even if they encounter some difficulties, these customers will still become your business’ unofficial brand ambassadors.
2. Get NPS Score with Comments
Make sure to check your Net Promoter Score (NPS) to find where you stand with your clients. Get their comments and insight into how your company is doing and how satisfied they are. You’ll want to keep track of this score and react to any significant changes, whether positive or negative.
Net Promoter Score Definition: This management tool determines customer loyalty by measuring a consumer’s willingness to recommend the business’ great service to other people.
3. Case & Fix Comments
Identifying customer complaints is one thing, but earning loyalty depends on how fast the company fixes and corrects these mistakes. This creates a positive experience despite the initial bump in the road.
Go through the comments of the NPS where problems were mentioned and try and fix them. Create a case in your system for development and have them start working on it as soon as they are able to.
Additionally, address those issues the customers expressed whether it’s in regards to a sales rep’s performance on the phone, customer service, or the product itself. Your client will be appreciative that you are taking their feedback seriously and proactively making their experience better.
4. Call and Dig for More Issues
Now that you and your company are trying to fix the problems they mentioned, go back and dig a little deeper. Ask and see if there’s anything else you can do to make their experience with your company more enjoyable.
Don’t just focus on just the one recent problem. Ask for more issues your customer may have experienced in the past. Some people may have encountered some difficulties but did not report it.
5. Commit to Earn Loyalty (Comments/Referrals)
Try and earn the loyalty of your customers. Once you’ve fixed the problems they complained about, get back in touch with them and see if they’ve seen an improvement. With the ones who are happy with you, ask for referrals and for comments you can put out on your web page.
Again, ask about issues the customers might have that haven’t been addressed efficiently because they might just go unreported and unresolved. This shows that you’re consistent, keep true to your word, and genuinely care about the customer’s satisfaction.
6. Fix All Issues
If an issue has been brought to your attention, get them fixed! Are you seeing a pattern yet? You need to always be trying to fix problems your customers might have.
7. Get New NPS Score
Once you’ve fixed everything your customer has requested and a little time has passed, ask for another NPS score to see where your company stands.
This way, you will be able to determine if customer satisfaction was achieved with the solutions made.
8. Ask for Comments/Referrals
While you’re asking for that NPS Score, you might as well ask for some more comments and/or referrals as well, right?
The most important part of this process is that it’s a continuous cycle. In order to retain loyal customers, this is an active process that never ends. Put your customers first and you’ll be surprised at the results you get!
Measuring customer loyalty is an important aspect to improve your business. With a customer loyalty program and customer feedback system in place, you’ll be able to retain loyal customers. In turn, they will also spread the word of excellent customer service, attracting new customers.
A little bit of effort goes a long way in improving your relationship with customers and encouraging them to advocate for your brand. Doing a little something extra for your customers isn’t just for the purpose of retaining existing ones, but also a chance to gain new ones.
We hope this guide has helped you gain some insight into some simple ways you can do to build and maintain customer loyalty in your business.
What’s your experience with customer service? Do you have a process to maintain loyal customers? Let us know in the comments section below.
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Editor’s Note: This post was originally published on February 12, 2013, and has been updated for quality and relevancy.