Keep ’em Coming Back for More: Building a Loyal Customer Base
In the digital market, customers are just a click away from cheating on you with your competitors. Here are five strategies small business owners can use to build a loyal client base.
1. Reliable Service
Of course, everyone wants to give their customers quality. The trick here is to outperform your competitors to such a degree that your clients are disgusted with the idea of switching brands, as well as making sure that your brand is synonymous with quality and reliability. A Customer Experience Impact report proves that 90 percent of Americans are willing to spend more with companies they believe provide excellent customer service.
2. Personal Communication
A little personalized attention goes a long way to get your customers back in the door. So, become friends with your customers. According to the Journal of Applied Psychology, a small, unexpected act of kindness will increase a customer’s willingness to spend out of a sense of fairness and reciprocity. Avoid massive email campaigns in favor of more individualized advertising. Send them communications influenced by their purchase history and personal character. You customers want to know you’re listening. They will respond to your attention.
3. Community Impact
Customers are complicated, well-rounded people. They have more than just needs to be met; they also have dreams to be fulfilled. What does your target customer care about? The environment? World hunger? Align the values of your company with the values of your customers. According to the Harvard Business Review, shared values are the most important aspect of brand loyalty.
4. Good Conversation
Nothing is more draining than a one-sided conversation. Give your customers a place to interact with your company and their fellow buyers. Encourage customer reviews and testimonials. When someone is dissatisfied, address their concerns in a public and sensitive way. This serves a double purpose. It builds the trust of new customers and it makes repeat customers feel valued and important.
5. A Common Enemy
This is the most subtle strategy on our list. As such, it requires the most skill. Align your company with the lifestyle of your customer base. Whatever they love, your company loves. Whatever they hate, your company hates. It’s important to do this without spewing negativity. Cruelty is not very lucrative. However, a healthy feud keeps interest levels high and customers loyal. Some famous examples: Apple versus Microsoft or McDonald’s versus Burger King. Create an us-versus-them mentality where you and your customers are on one side and the “big bad wolf” is on the other.
A client–company relationship is no different from any other, as it takes work and dedication to keep your customers satisfied. Use these five tips to have a long-lasting and happy relationship with your clients.
HB Hot Rods and Hogs was started by Ed Syer in the back of his auto repair shop in Huntington Beach where Ed was building