Customer loyalty, a strategic challenge for companies

Indeed, with a wide-range of services available and the spread of price transparency policy, customers are increasingly demanding, more empowered and able to switch to other brands with a click of the mouse. The key to success in such environment is the capacity for companies to build deep emotional & long lasting connections with the customers.
Here are our tips & tricks to for a successful customer loyalty:

Our five golden rules

  1. The customer is the best value for a company and must be cared at every single opportunity by answering quickly, being kind and courteous with him, giving good information to him or calling back within the agreed period. Retaining customers is the matter of each employee even if he doesn’t interact directly with them.
  1. Measure your customer satisfaction: To retain your customers, it’s vital and primordial to know your customers reasons of dissatisfaction in order to solve them and focus on strong points to gain customers preference. Satisfaction survey will enable to measure the gap between your customers’ expectations and insights as far as your sale commitment is concerned.
  1. Update, enrich and use your customer file: this file will help to collect information about your customers while enabling an optimal customer relationship management. It must be consolidated, enriched and progressively updated so as to make it possible for the company to have a 360 view on its customers and customize the customer relationship.
  1. Listen to your customers: As to respond quickly to your customers requests, Social CRM is a powerful tool to interact with your customers in a very quick and effective way.
  1. Make the difference: Being different from competition by delivering high quality services to your customers is essential. For example, A free and on time delivery is still perceived by the customer as a significant added value that allows the company to build strong emotional connections with its clients, leading to customer loyalty.

Customer loyalty thus, requires a deep knowledge of your market, consumer behavior and different levers to optimize your sale commitment. These elements are particularly important when you are operating in growing markets where the environment and consumers are constantly evolving.

Let’s keep in mind that customer loyalty is never totally acquired because a dissatisfied customer naturally becomes a potential customer for competitors. Thus, building customer loyalty is a long process of continuous improvement.


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