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Use and Re-use: Inspiring Loyalty

Stéphanie D'Heer

Stéphanie D'Heer

June 22, 2016

A purchased service or product is great but businesses aren’t built on one hit wonders. Companies need to ensure repeat business in order to build a stable, sufficient turnover – but how can brands inspire customers to keep them coming back?

Providing a quality product or service and meeting the customers’ needs go a long way to defining whether they remain a customer. Going that extra mile can fortify the relationship between business and buyer and cement a loyalty that translates to revenues.

Keep managing interactions

It’s important to ensure all interactions, as previously described stages in the customer journey, are managed post purchase just as carefully as those in the lead up to the customer purchasing.  Not only will this help in delivering repeat custom, but also has the power to generate recommendations to other potential customers with shoppers keen to share their feedback with others.  Finding ways to maintain the relationship then, while ensuring those interactions are managed is crucial.

In the early stages of the customer journey, marketers will have firmly established who their customer is, created a profile, and will have used this along with data and market research to tailor marketing tactics and SEO to drive awareness.  Having acquired this knowledge, it should be re-employed at this later stage in order to loop the process and continually add value for the shopper through tailored communications.   What’s more, following purchase, marketers are further exposed to a new set of valuable data about customer preferences that can be used to personalise ongoing interactions – such as highlighting similar interest products when they return to the website, or sending bespoke promotions via push marketing, to engender loyalty.

Personalisation encourages loyalty

Personalisation is an important component of a great brand experience – it supports the customer to feel valued, listened to and important.  Personalisations made throughout the journey to ensure interactions are seamless for the consumer and invoke positive emotional triggers, such as localisation of sites, personal offers and appointments – will all support the customer in feeling keen to interact with the brand again.  However, it’s important to remember that each time the customer starts a new journey, the experience needs to remain at the same high standard; otherwise they can be easily tempted away by better offers or services.

Finding ways to provide an entirely friction-less path to purchase, which incorporates all channels and interaction points in a positive and valuable way to the customer is the best way to create a great customer experience, and as indicated in the introduction, is now vital for running a successful and profitable business. Brands that make it easy for customers to interact will always win but this is only truly possible by completely understanding the customer journey. There are many organisations still not paying close attention to the customer journey but with the emergence of disruptive technologies luring consumers away from brick and mortar stores, the key to a good experience is increasingly based on an intentional and integrated end-to-end experience.

Please contact the SoLocal Group UK team if you would like to discuss how your brand can take advantage of implementing valuable marketing operations technologies throughout the customer journey.