The main characteristics that lead customers to a business are product quality, price, media disclosure, and differentiated service. Companies investing in these four areas are likely to attract a large number of customers. However, consuming once does not mean it will always consume. The challenge for companies is not to win, but to retain customers.
All the work a sales team has in order to look for customers, get in touch, make contact with and visit clients, send proposals, negotiate and close sales generates a cost for the company. Hence, the famous phrase of Philip Kotler, a professor of marketing:
“Conquering new customer costs five to seven times more than maintaining a current one”
What does a loyal customer mean?
Many define customer loyalty when a customer only buys specific brands. For example, you purchase a cell phone from the same brand religiously, even though it is not the most convenient or inexpensive option.
Others say that customer loyalty is not always reflected in the amount of purchases, but in how people advocate and indicate a certain brand to acquaintances. That is, in this case, we are talking not just about consumers, but about promoters. This positively influences the company’s marketing, ensuring greater reach for upcoming campaigns.
Actions to achieve loyalty
We separated some questions to really analyze your consumers. Soon after, we listed actions that can be implemented to keep your customers loyal.
To get started, you need to design the personas – the target audience of the product/service offered – with the following questions:
- Who are they? Collect demographic and behavioral data to chart profiles for those customers.
- What does he want? Identify what your needs are, to offer the product or service that best suits them.
- How to sell? Choose the best channel to make your approach.
- When? Find out when the customer will really need your services.
1- Loyalty Programs
Delivering greater courtesies and deadlines for customers who buy more frequently, training for employees and accessing online materials are good assets to keep customers with you for a long time. In addition to the advantages of a loyalty program, you can also offer exclusive coupons and discounts, customized packages or plans, product launches or advance features, among other possibilities.
2- Invest in culture
Each company has its own organizational culture, which consists of a set of values and practices that move a company and that are shared by all employees. When your goal is to have good customer service, offering customization and less bureaucracy, for example, you need to create a culture for the whole company to achieve this differential.
After finalizing a sale, keep in touch with the customer. Sending a Christmas card, a toast, wishing them a happy birthday or any other kind of congratulation are little things that make customers remember your company. This creates a sense of community and belonging, influencing the very identity of the company.
3- Customer Relationship Management – CRM
Through CRM software, it is possible to create a database with information about the clients, such as contacts (email, telephone, etc) and consumption history. In order not to lose customers, you must always keep in touch with them and cultivate a good relationship. And CRM is the best tool to get to know your customers deeply and deliver exactly what they need, on time.
Having a Customer Success team is a great start to better serve your customer throughout the service utilization journey. Get to know the role of Customer Success better.
4- Listen to what the customer has to say
The internet and social networks enabled not only customers to find the information they are looking for in relation to their product or service, but also to get in touch with the company easily.
While this serves to strengthen the relationship between brand and consumer, it can also be a problem when people are ignored. Avoiding this is critical so that the company’s leads do not feel devalued.
5- Target the right customer
Does your business already have well-defined people? Otherwise, maybe it’s time to create them. To help you, remember those questions we’ve left up for you to really understand what your client wants. Tracing this profile with clear information is essential to avoid wasting time and money.