Here are a few tips to keep online customers coming back for more.
Any business owner can tell you that customer loyalty is crucial for success.
Loyal customers become brand advocates and spread the word about your business, bringing you new customers and leads. They’re also cost effective, as keeping a loyal customer costs far less than finding a new one.
So customer loyalty is great news, but how do you attract it?
Catherine Gray, of award-winning digital agency Studio None, works with her clients to create compelling long-term digital campaigns. She says online loyalty is similar fashion to traditional ‘brick and mortar’ customer loyalty. “It’s easy enough to have a satisfied customer. Give them a nice experience and they’ll leave happy. But it’s another thing to convert satisfied customers to loyal customers online,” she adds.
Here Gray shares her advice on keeping online customers loyal.
Enticing customers to your website with a competition seems logical and is a popular marketing option for many businesses. However, Gray feels that while competitions create engagement and are a great opportunity for a new customer to experience your brand for the first time, they don’t equal brand loyalty. “Once you get the consumer interested in your brand, you need to put measures in place to create a meaningful relationship from there,” she says.
Give a great experience
While we all want a bargain, generally our best experiences as a consumer come from businesses that provide great service. Give customers a good experience every time they interact with you, follow up after every transaction and take care of them. Sometimes it is the simple things that make all the difference.
Gray says that building a community is a great way to keep your customers loyal. “Get to know them and treat them like they really matter to you. Keep in touch with them even if they haven’t traded with you in a while,” she advises.
According to Gray, discounts are a great way to thank customers for their support and will make them feel appreciated. Pass on a discount to customers who have referred a customer to you, shopped with you a particular number of times or have made a significant purchase with you.
Don’t get complacent
Just like any good relationship, you need to constantly work at it. “Don’t take the loyalty of your customers for granted,” warns Gray. Sloppy service, impersonal emails and tardy response times make your customers think you don’t care about them. “Taking some extra time in these areas can turn a loyal customer into a raving fan!”