It is important to note that the relationship between provider and brands sold by the provider can differ significantly. In the grocery sector, respondents were more loyal in the grocery sector (74%) than to brands (61% on average across the categories). In stark contrast, when it came to mobile phones and brands, 76% was loyal to their service provider and 74% was loyal to their brand.
It is clear, then, that customer loyalty can be fickle, so how can you turn a maybe into a definitely and guarantee your customers’ loyalty?
1. Get personal: Learn their names, even if it comes up on the till when they pay – being greeted by name makes people feel special. Send birthday messages and customised special offers.
2. Meet-and-greet: Introduce visitors to the CEO; let the chef come to the floor and greet customers; let the store manager help at the till and carry – show you are accessible and open to interaction.
3. Appoint ambassadors: Let loyal customers become mini brand ambassadors who can introduce friends to your company with special offers. Give them status as reward for their loyalty.
4. Don’t be shy: Show your customers what you do for them; send an email or make a quick phone call as a follow-up after good service has been provided – a subtle reminder to remind them why they keep coming back to you.
5. Meet them on their terms: If your target market uses social media, it’s time to get the hang of it and join them. Become a visible presence in their “territory” to create familiarity and cement loyalty.