These loyal customers not only return to the company to repurchase or renew a subscription, but also attract other customers. When these loyal customers remain happy with you for a considerable period of time, they not only become your regular customers, but also become promoters who promote your brand for no personal gain of their own. Now that you know what the most direct cause of customer loyalty is, be sure to check out the most common problems associated with customer loyalty and how they can be avoided. The Ultimate Sales Machine by Chet Holmes provides a great example of how to turn a negative buying experience into a customer loyalty opportunity.
But if you want to build customer loyalty, stay one step ahead of your competitors and try to achieve Customer Delight by exceeding their expectations. Over the years we have talked about many ways to build customer loyalty, from first contact resolution, to more digital options, to staff choice. As we have identified in previous research, customer loyalty can be reduced to a four-cell framework. In their book A Framework for Marketing Management, Kotler and Keller point out that the better the quality of a product, the higher the degree of customer loyalty.
After reading this post, you should have a better idea of the different parts that make up a good customer experience which, in turn, leads to customer loyalty. Be it order taking, purchasing, delivery, return, exchange, problem solving, answering queries or anything else, always make your processes short and simple to make the customer journey smooth. The great thing about the buying process is the sheer number of variables that can make or break the customer experience. These are experiences where a high-effort customer experience can be forgiven for the sake of a great product, or it is so much effort to switch that they feel compelled to stay.
More specifically, if you want to understand the direct cause of customer loyalty in terms of rewards, you will need to conduct extensive research on your audience. Therefore, to improve the customer experience and build customer loyalty, brands need to spend time listening, understanding and communicating with their potential customers. While other factors are also important in the decision-making process, customer experience is by far the most important brand differentiator.