This is one big question in the minds of any corporation, that wants to succeed in their endeavours. The answer is simple, but when it comes to execution, even bigger firms fail by a great margin. Books, blogs, case studies can preach a lot about gaining customer loyalty but when it comes to action, it is actually tougher. Below are the few ways by which industry’s big boys have won a huge amount of loyal customers for life.
Understand : If you think that you have understood your customers well, you are probably on the wrong side of the road. Customers’ mindset is very dynamic and with changing trends, there should be specific techniques which should be deployed by which the perception of the customers is measured very frequently and offer them the right product at the right time. Modern companies should not go with the tried and trusted customer feedback system but instead should adopt a technique which best suits their array of customers.
Include: Loyalty programs have always been a trusted method, when it comes to gaining customers. There were instances across globe, where customers have openly come in support of their favourite brands in case of any setback. Customers want to be included as imaginary partners in the brand, that they use and few companies have realised this and made their cash registers ringing, thus gaining customers’ loyalty.
Protect: A customer’s expectation, when it comes to product is very simple. He needs to be clear from fear and anxiety. If at all, a brand is able to protect their customers from the same, they have won it already. For example, if a company sells specialized software services and their service keeps customers in dark, it is going to be very tough for the customer to even think about buying from the company. Well, it is a logical expectation, I would say. If we buy something, we want it to work and if not, we need some answers as how to make it work. This is the protection, which few companies fail to deliver thus affecting the customer’s loyalty factor.
Surprise: Now, this is the most interesting part. You have delivered as per your customer’s expectation but there is more to that. Surprise them, so that they love you back. It can be freebies, extended subscriptions, discounts but that’s not all. It is much more than that but it also depends on the situation as how you will surprise your customers. A customer is happy when his product works without any hassle , is happier when he is given some excellent service and the happiest, when he is surprised with some exceptional service.
The above points may hold good for each and every industry but again, it depends on how it is executed as per situations. Although, it may appear complex, the customer expectation is pretty simple. A customer wants to be felt special in all cases and it is not very tough to make him feel so.
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