So \u2013 this begs the question \u2013 how do I garner customer loyalty?<\/p>\n
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I spent a day interviewing in San Francisco\u2019s Union Square to learn how organizations can get to the hearts of their customers.\u00a0 In these conversations, it was very notable that customers are less committed to a \u201cproduct\u201d or \u201cservice.\u201d Instead, they have options and know it. As organizations, we need to capture their hearts by listening to them and learning the key loyalty factors that make customers feel like they are valued and have a personal connection with our brands.<\/p>\n
Personalization for Emotional Connection<\/h2>\n
Customers want to be greeted by name and receive communication that is targeted to their needs and therefore relevant and helpful. Depending on demographics<\/a>, customers used different channels and ways of communicating, meaning we need to profile and understand these demographic influences. After all, in the next few years the Millennials and Generation Zers will represent trillions of dollars in buying power.<\/p>\n No longer do customers buy from just any brand. More and more, they do their research, surfing digital<\/a> channels to learn about what brands represent and whether they are socially responsible. Patagonia\u2019s environmental responsibility feeds into consumer desires and allows them to identify with their brand. Through crowd sourcing and a digital strategy \u2013 organizations allow consumers to self serve and learn about their brand at their own leisure.<\/p>\n Customers expect organizations to have visibility of their entire customer history, so when they use web chat and then call in \u2013 they don\u2019t have to repeat information provided in a previous channel. They\u2019re looking for organizations to have omni-channel<\/a> capability because they use channels seamlessly. Brands like Apple understand that their brand identity and services need to be consistent and seamless throughout the customer lifecycle, regardless of the division communicating the customer.<\/p>\n Across channels, customers demand instant response and the ability to control and manage when they get a response. They are eager to speak with a representative that is likeminded and can handle their request. To provide this level of service, many organizations use affinity routing and queue management<\/a> to give customers control and to offer fast, efficient service.<\/p>\n Customers want to feel like their communication with you is meaningful and helpful. They want you to understand them and practice next issue avoidance, so your representatives are listening and responding in a manner that redirects the customer\u2019s path positively. This two-way dialogue shows you care and understand your customers.<\/p>\n Recognize your customers with loyalty or perk programs that show you value them. Customers love the fish tank and cookies that the Kimpton hotel group leaves in a customer\u2019s room to entertain kids. They appreciate the free giveaways on their birthdays \u2013 customers want to feel special and cared for.<\/p>\n As brands move away from the Comcast model towards a more customer centric approach to marketing, sales and service \u2013 there is a trend in all of the aforementioned loyalty factors: the need to know your customers \u2013 to profile them and use customer intelligence actively across business units.<\/p>\n Eager for more information? Check out our live customer interviews<\/a>.<\/p>\nLeverage Shared Values<\/h2>\n
Omni-Channel Makes Communication Effortless<\/h2>\n
Responsive to Customer\u2019s Preferences<\/h2>\n
Engagement and Adding Value<\/h2>\n
Give Back to your Customers<\/h2>\n