The Question of Customer Loyalty

As we head into what is the busiest shopping season of the year for many businesses, I think it’s a good opportunity to talk about customers and customer loyalty. As a business you have to have customers, otherwise you won’t be in business very long. The next thing to consider is whether most of your customers are repeat customers, or if you offer things that people buy once or extremely rarely. If you offer something, say heart surgery or roofing, you probably will ever work with someone once. But if you offer something like ice cream or hair cuts, and you’re not having repeat customers, something probably has to change. Here’s what one very successful entrepreneur had to say:

“Customers aren’t loyal. And it’s a waste of time trying to convince them to be….Life changes. Priorities change. Competition changes. In reality, almost no one is 100% loyal….Fact: 87% of a brand’s customers don’t stick to just that brand. They’re promiscuous at best. And if they’re offered something better, they’re gone.” Ramit Sethi

Those are some pretty serious percentages. So the question becomes: do we even try to gain customer loyalty? The first answer that comes to mind is that if you don’t give any effort to making your customers come back, few probably will. The second thing to consider is that it’s consistently proven to be cheaper in all ways to keep customers coming back than to gain new customers. The third thing to consider is that even if you have a service or product that’s purchased maybe once in a lifetime you can still gain loyal customers, it’s just not the same type of loyalty. Fourth, if you ask employees who really love your company about their favorite customers, they’ll often tell you that they enjoy connecting with the “regulars.” Fifth, loyal customers are those who share about your great products or services with their friends, and/or leave you nice testimonials you can use to get more customers.

One thing to remember is that everyone is human and everyone goes through changes in their life. So it’s really unrealistic to expect that every customer would stay with your business and your products and/or services for the full duration of their life (or their need for that product/service). But my answer is that we should work on making customers loyal, or at the very least, increasing the amount of times they purchase from us. Whether you use email newsletters, social media, events, physical mailings, a blog, a loyalty card or even just new products or services that are in line with those you already offer, there are tons of ways that you can build loyalty and encourage repeat customers. What are your favorite ways to connect with your customers and build relationships with those who are loyal to you and love you?

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