What marketing actions to build loyalty?
Customer loyalty represents a set of marketing approaches aimed at implementing means of building customer loyalty. It consists of valuing and highlighting customer loyalty.
We know that, on average, 80% of sales efforts are dedicated to finding new customers rather than keeping existing ones. It is also less expensive to retain a customer than to win new ones. It is therefore important to implement loyalty actions in your marketing strategy. Loyalty is a major stake and a significant investment for companies.
We often talk about the duo of acquisition and conversion as being the heart of a commercial strategy. However, an effective marketing strategy cannot be achieved without loyalty tools.
Loyalty techniques involve numerous actions and the implementation of multiple devices. Today, there are three pillars on which a good loyalty strategy is based.
Here we will refer to digital marketing. Before any new action is taken, it is essential to carry out a market study in order to perfectly know your customers (segmentation and targeting). Knowing your customer means responding precisely to their expectations. Today, technological progress offers many possibilities in terms of customer knowledge. The first step is to know your market and your consumers' expectations. Subsequently, you can offer them the product or service best suited to their profile.
A company's commitment to its customers can be seen in the quality of its customer relations. It is essential to offer a personalized relationship to customers through commercial strategies and targeted and relevant marketing actions. At this level, it is therefore expected to carry out satisfaction studies to obtain feedback on the relationship between expected quality and perceived quality and to measure customer satisfaction.
Once a strong one-on-one relationship has been established, commitments must be honoured. The client must be considered as unique and each request must be dealt with quickly and efficiently. It is even preferable to use CRM software, which will give you an overall view of the relationship between the customer and the brand, as well as a better, more personalized follow-up.
A successful loyalty action is essential. It will help you turn your customers into brand ambassadors. Based on their interactions with the brand and their experience of the product or service, the loyal customer may decide to buy again and even evaluate the product or service for potential future buyers.
Finally, we can remember the three R's rule for building customer loyalty:
- Reward (transactional programme, loyalty cards, VIP club, gifts, exclusive advantages, etc.)
- Recognition (personalization of the relationship, identification, and knowledge of the target)
- Romance (history and values of the brand, attachment)