Respect is earned. Honesty is appreciated. Trust is gained. Loyalty is returned. This is the short story of loyalty marketing in the digital times. Sales and marketing teams irrespective of their business and turnover are in split hairs trying to tie the loyalty knot with customers and earn their faithfulness for life.
Millennials are asking brands – ‘Do you really get me’? According to a recent study by Customer Quotient™ (CQ™) indicates that the brand attributes that customers really value and lead them to be brand loyalist include– openness, relevancy, empathy, customer experience, and whether brands make people feel smart and proud to be customers.
We unveil 4 ways you can create, nurture and sustain your brand loyalty marketing strategies with digital content to not just build, but also nurture and reinforce the pillars of brand trust, customer experience, and being rewarded at every step of their brand journey.
Brand respect – You have to earn it: So what’s the most likely places you will meet your next loyalist? The chances of a blind date as it used to be earlier where customers used to meet and explore brands in shops & showrooms are passe. The most likely place your customer-meet ups will be online on world wide web.
It’s more like a ‘So tell more about yourself’ moment, wherein the customers browse through all the available info online and build an opinion about your brand. It can be anything from the way your website look, its content presentation, the way you talk about your products, info, relevant reviews etc.
The bottom line of any brand loyalty is relationships. And in relationships – you give respect to earn it back. Pay close attention your online digital personality, that includes your all your digital content such as website, social media pages, listings, customer reviews & feedback etc. Everything on world wide web that mentions your brand has to be on close watch. Win hearts & respect of customers with a stunning responsive digital personality such as website, brochures, marketing collateral that reflect your brand personality.
Brand honesty – You have to display it: Can I trust the brand for my money – its quality, performance, safety etc. Millions of millennials are looking for all their answers 24×7 online-scoping, shortlisting and comparing products on the go on their mobile and tablets. They want their answers that are truthful, relevant and super quick. And its not just value for money that is a decision-factor, many times its also the entire package of product + customer care + maintenance combo that keeps customers fixated on a brand.
Hear them out, empathize with their problems, deliver great customer service – be honest with your brand and your customers at the same time. Prepare for these customer demands and provide answers online with interactive eBrochures, online chat, FAQs and a pro-active social media presence. A customized mobile-app can be your brand representative available in hands on every existing/potential customer – a flag bearer of brand honesty.
Brand Trust – You have to gain it
The period after a sale is the golden period for brand loyalty strategy. It is this phase of the customer journey, where you can hit bull’s eye if you get it right. Usually lack of after sale customer-engagement strategy to nurture the ‘getting to know each other’ stage that brands step on the wrong foot. Hence, after a good first impression, its more important to be in regular touch with your customers. Keep all channels of communications active – offline, one-on-one, customer care, social media etc and be approachable to win their trust. It reflects on your brand persona as not a one-time sale instead a long-term relationship.
Plan for a detailed after purchase brand strategy on customer service. Give them FAQs, demos, helpline numbers on all the possible things that could go wrong. An interactive product booklet can a brand loyalty tool that gives them a detailed product overview, communicate with reps, watch demo etc all packed in one docket.
Loyalty is returned
Do you get me? Do you really know who I am? Once your brand has assured the customer that you know them well, you care and respect them – loyalty is most likely to be returned. However, brand loyalty is not a result, its a journey that keeps the customer and company connected much after purchase and repeat purchase. The marketplace, technology and trends are changing on a day-to-day basis, and so does customer expectations from brands. You need digital sales enablement tools to keep an eye on future and a pulse on what your customers want – loyalty will follow.
Tell us if you liked what you read. Watch our stunning interactive product catalogs that be customized to your business and power brand loyalty programs.
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