Companies like Apple, Coca-Cola and Harley Davidson must have a secret formula. Customer loyalty for them goes beyond the norm. Calling the people who buy their products “customers” doesn’t do justice. “Raving fans” is a much better description.
Billions of dollars are spent every year on customer relationship management in an effort to inspire loyalty. Reward programs are implemented and abandoned when the cost to maintain exceeds the return. Loyalty is hard to get and easy to lose. This is why the companies that have it guard their brand image with a vengeance.
The benefits of good customer/company relationships are well known. When people feel connected to a company, they become lifetime customers and advocates for the brand. Some companies naturally attract loyalty because of their product appeal and exclusivity. The rest have to earn it.
Earning loyalty begins with understanding relationships between customers and companies. Loyalty is hard to get because companies are focusing on the wrong things when they try to build relationships with their customers. Transactional and service relationships are the only type that people want with companies. All of the talk in social media about anything deeper is fantasy. Trying to connect with people beyond fulfilling their needs and expectations is a waste of resources.
Social media is one of many channels that companies use to communicate with customers and prospects. It is an excellent way to share information about the company, products and events and interact with people. It is not a replacement for taking care of the basics that provide the foundation for loyalty. Trying to shortcut the loyalty process by creating viral content is ineffective. If you want an interactive social presence, start with the fundamentals that are endearing to customers.
People want simple and easy more than anything else. Life is complicated and short. They do not want to invest time in the buying process. Simplifying the buying decision and making it easy to purchase, return and resolve issues will do more to create loyalty and increase revenue than anything else. Multiple channels and a variety of tools are available that provide economical and efficient methods to improve the shopping and service experience. To fast-track loyalty for your company:
- Clean House: Review every process, procedure and policy to insure it is necessary and as efficient as possible. The shorter the paths from initial contact to purchase and problem to resolution, the better. It makes it easy for customers and economical for you.
- Improve FAQ’s: Answer questions before they are asked. Sometimes this means you have to anticipate the questions because people don’t always know what they need to ask. Including the questions that should be asked in the FAQ’s improves trust and reduces resistance.
- Supercharge Emails: Add service emails to your marketing mix. Service emails educate and inform customers and prospects so they know what’s happening and how to interact with your company. Educated customers are happier and easier to serve.
- Offer Self-Service: People don’t really want to talk to your company representatives. They find it easier to solve their own problems when possible. Providing self-service opportunities pleases customers and reduces operating costs.
- Invite Feedback: Your customers are the best source of information on how to improve your business. Invite them to share their thoughts and make the process as easy as possible. Be sure to always respond with gratitude and information on how the suggestions will be used. It gives ownership and connects people to your company.
- Do It Yourself: Before expecting your customers and prospects to do anything, try it yourself first. If you developed the process and cannot be objective, ask someone outside the company to do it with you watching. The pain points are quickly identified when this is done.