According to research, after a purchase, the probability that a customer will return to you is about 30%. But if the buyer has made a second and third purchase, the probability increases to 54%! Still doubt that you should work on customer loyalty?
Loyal customers tend to spend more, buy more often, and tell more people about your brand.
Every study conducted by marketers in this area proves the undeniable profitability of customer loyalty. However, specialists pay very little attention to it. Why is this? Firstly, increasing customer loyalty often depends only on the corporate policy of the company. Loyalty is the responsibility of not only the marketer, but also of each employee of the company. Only in this way can the program become truly effective. Secondly, the costs of a loyalty strategy are not so easy to “justify” to the management due to the fact that it will not pay off in a day or two, the results are sometimes not so easy to measure, which means it is more difficult to prove the profitability of such investments. But if you want customers to choose you again and again, providing you with a stable income, it is worth stepping over these barriers. Let's look at 6 tips for increasing customer loyalty.
Read also: Loyalty Marketing, or How to Win Customers' Favor?
1. Where to start
If you provide, say, software, in an environment with limited or no competition, then customer loyalty will not be very relevant to your business.
If you try to make a loyal customer out of a regular one using a service, you will get a customer with a "lifetime" marker (in most cases). If you do it using social networks, then in addition to this, you will be able to create word of mouth.
At the initial stage, your efforts can be focused on improving the spain phone number data user experience, as a bonus you will receive not only an increase in loyalty, but also in the conversion rate.
2. Reduce customer effort
One way to improve user experience, as well as customer loyalty, is to reduce cognitive load and simplify everything that can be simplified as much as possible.
Research from Harvard Business School shows that reducing customer effort is key to building loyalty. Why? A simple pattern creates a habit, and habit plays a major role in loyalty.
For example, if the app is easy to use, the customer is more likely to become a regular user. But if even the main menu is gibberish to him, you can say goodbye to dreams of his loyalty.
Ease of use is called "cumulative advantage" by AG Lafley and Roger L. Martin and is defined as the foundation on which a company builds its initial competitive advantage. Our brain is very lazy. It does not want to waste energy on operations with a high level of complexity if competitors offer something simpler and more understandable, experts believe. For example, the best way to declare that a phone is waterproof is not to provide cumbersome calculations of some formulas of a new material, but simply to demonstrate it in practice. In this case, simplicity is the key to success.