Some businesses may think that focusing on finding new customers will bring growth in the future, although putting more time into loyal customers is also a valuable investment. As you know, sustainable businesses need long-term customers, too. Then, it is your time to put extra effort into your existing customers.
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Customers, with their full awareness, buy your product for some reason. Maybe your product complies with their needs, or it is just suitable to their preferences. After buying it, then what? As a marketer or seller, our job is not finished there, so make your leads become loyal customers. It looks simple, but how?
Strategies to Convert Leads into Loyal Customer
Leads engage in your product because of content marketing or advertising you spread. But you can’t use it in a similar way to make them stay. Customers frequently expect more than purchasing; they look forward to a genuine act for after-sale service. Nurture your leads, make them give nice feedback, and come back as loyal customers. Here are some strategies you could use.
Crafting Personalized Experiences for Loyal Customers
Personalized customer experience is one of the most used strategies to make your customers happy. We could say that it is a powerful strategy. Even McKinsey’s research showed that 71% of customers expected personalized experience. It may come with some reasons, such as,
- customers feel valued when they receive personal experiences such as birthday coupons or follow-through offers;
- customers feel more connected with the brand when they are included in exclusive events, such as a new technology demo or new product launch.
For those reasons, customers have a lot of expectations of our business. That is why, in crafting personalized customer experience business developers need to put attention on customer’s journey, mapping customer’s challenges and touchpoint after purchasing and using your brand to identify their pain point.
Analyzing a personal touch, such as a customer’s preferences, can emphasize their value beyond mere transactions; in this AI superpower world, being friends with your customer is more important. Besides, providing customers’ specific needs will ensure that our business gives a solution for customers; this personalization problem solver will affect the avenue of good feedback.
Communication for Building Trust and Loyalty
What can build trust? Of course, it’s connection, to be connected we need communication. Communication is a powerful thing to foster relationships. It also applies in business to keep connected with your loyal customers even if it is just one conversation. But keep in mind that connection and trust do not appear offhandedly, it takes a lot of effort to grow it.
Being a good listener is one thing to build connection with your customers.Train yourself and your representative to listen customer’s complaints carefully so that you can solve their problems; put aside that judging nature and never interrupting while customers speak out their problems.
Sometimes, customers face some struggles after purchasing your product. So once you listen to the complaint and give the solution, customers will relax and feel supported. These emotional feelings are needed to build connection.
We cannot deny that a loyal customer is not loyal to our company, but something that is attached to our product, it can be the price or the product’s value. Does not rule out the possibility, when customers found better value from our competitor they can easily change over. Hence, trust, emotion, and connection exist to avoid this happening.
Companies’ Campaign Strategies to Build Customer Loyalty
Communication is indeed the key, but beside that you also can take a look at some of this marketing strategy example how they build emotional connection and nurture customers, here are they.
Dove’s “Real Beauty”
As a company that is doing a job in the beauty industry, Dove made a move that can change the standard. With a “real beauty” campaign, Dove embraces a diverse female sentiment about beauty. This campaign indirectly builds dove’s identity as a brand that supports beauty diversity and helps to grow women’s self-esteem.
Dove built a team to spread this campaign through Twitter and Instagram to broaden the audience range. With this kind of provocative and creative movement, Dove succeeded in building community and emotional connection with their loyal customers.
Nike’s “Just Do It”
As we know “Just Do It” is a recognizable slogan from Nike. First appearing as an encouragement word, this slogan become the main campaign that empowers this sportswear company. Nike grows as a brand that resonates motivational movement to their customers. They inspirate the customers to push beyond the limit and do the best forselfs.
Through this emotional word, “just do it” became a legendary slogan over time. That means a business developer not only builds a brand to be sold but also moves along with customers for being inspiring.
Spotify’s “Discover Weekly”
Spotify serves a personalized experience by curating a playlist special for its users. They analyze the user’s habits such as ‘what song users often listen to’ and ‘what genre users usually pick’, then suggest some music based on those preferences into a playlist with labels “Discover Weekly” and “Release Radar.”
In these ways, Spotify serves a personal home screen layout that is suitable for the user’s music taste.
Manage Customer Relationship with Technology
Managing a lot of customers might be an exaggeration for the team, especially the sales and marketing department. To enhance efficiency, we need to implement technology. For instance, using a Twitter thread scheduler can streamline content management and ensure timely, consistent engagement with your audience. This technology is essential to ensure that the business can survive as a long-lasting brand. Besides, technology implementation also plays a role in enhancing customer retention.
One of the technologies you can use is Customer Relationship Management Software (CRM), which is used to manage and centralize your customers’ information. Besides, CRM also works for:
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- Analyzing customer behavior, it analyzes purchase history, browsing behavior, and support interactions to reveal insight for the teams about customers’ needs and preference.
- Segmenting target audiences, it is equipped with pipelines that help the team to divide and segment customers based on some specific characterization.
- Scheduling promotional messages, it schedules automatic messages –such as birthday offers, making it easier for businesses to provide personal experiences for loyal customers.
- Integrating with other marketing and sales apps, its easy integration helps to streamline the workflow and data sharing between marketing and sales departments.
The ease of integrating CRM with other applications has also given rise to new trends, such as integration between CRM and WhatsApp. The popular WhatsApp business application with CRM presents new features such as chatbots, automated replies, and pipeline dashboards. As well as a green tick on the profile account which can increase the level of customer trust. With these many features, a WhatsApp business account can be an effective marketing and customer service medium.
Bottom Line
Focusing on loyal customers is a worthwhile investment for business growth over the long term. With personalized experiences, building trust and emotional connections as well as implementing technology, businesses foster loyalty in customers. Understanding the importance of long-term customer relationships can have a significant impact on business success. What do you think? What is the most effective strategy for increasing customer loyalty?
