Communication is key for a great business, especially when it comes to increasing customer loyalty. Communication helps to build consumer trust, which in return builds long-term loyalty that grow business. Any brand that wants to focus on building customer loyalty should consider how their communication strategies and plans can contribute towards increasing customer affinity and loyalty.
Here are 5 ways to grow customer loyalty through communication:
1. Start Communication After The First Transaction
Gaining customer loyalty begins right after the first purchase so it is important to use one-on-one communication to build that relationship. When talking to new customers, find a good balance between reaching out and letting the customer have some space in order to not drive them away. This initial interaction should be simple and easy, because you do not want to overwhelm the customer right off the bat. It could be a Welcome email or an email that explains your program. As long as it is easy to follow and not overwhelming for the customer then that will set you up well for future communication.
2. Look For Communication Weak Spots
It is important to know how to communicate with your customers correctly through both digital and physical channels. Take a look at which channels are your main form of communication to your customers and see if there are any weak spots that could be impacting the relationship with your members. Some examples of communication weak spots could be:
- Inconsistent tone or branding across different channels
- Late responses or lack of needed information at key touchpoints (ie: what to do next if a customer inquiry can’t be answered via chatbot)
- Messaging that isn’t adhering to industry regulations or following best practices (ex: GDPR)
3. Offer Customers The Chance To Opt-out Of Specific Communication
Giving your customers the option not to receive emails around certain holidays is a great way to show them you care. Etsy allows their customers to opt out on holidays such as Mothers Day or Fathers Day because they understand that those days can be upsetting and they want to respect their customers if they do not want promotional emails that revolve around those holidays. To ensure that they are not alienating a portion of their user base they sent specific email invitations letting customers choose which holidays they would like to receive emails and which ones they would like to opt out for.
You can also take this information and create lists for which customers chose to opt out for specific holidays in the past and send follow up emails when holiday comes back around to ask if they would like to do the same thing this year. This shows that you remember and care about what they want to see and what they don’t want to see and that can produce a long term brand-customer relationship.
4. Get Your Customers Involved
When customers feel as though they are playing a part in the company's success then they are more likely to stay loyal and become invested. Inviting customers to join in on different company events such as webinars or live-streams will boost customer engagement. It is also important to share different company endeavors like charity events or other company success. Make it exciting for your members to hear about things or events going on in your customer community! You can do this by having brand-centric under-generated content or social posts. You could also use this as an opportunity to recognize customers that are making a positive impact in their community. This was very popular in the beginning of COVID to feature people who were helping their community.
5. Purposefully Reach Out To Customers
In order to cultivate a strong customer loyalty, it is important that your customers feel remembered and appreciated. Reaching out to your customers with personal responses is a great way to make them feel like a part of the company's growth and success. Whether you are asking them for feedback or following up after a purchase to ensure they are satisfied with their experience. Another great way to get them involved would be to give them the opportunity to have a voice in the decision making process whether that is through voting contests or a response box.
These are 5 easy tips to use when you want to better your communication with your customers. It is the small things that stand out in the eyes of customers. Going the extra mile will pay off in the long run with more loyal and trusted customers. If you are able to communicate well with them then they will communicate with others about your brand!
Communication is the best way to gain trust and grow loyalty with every customer. Reach out to us today and see how we can help you build out your loyalty communication plan that will draw in and keep customers!