media update’s Taylor Goodman takes a look at the importance of consumer loyalty and how your brand can achieve it.

A loyal following is one of the most important aspects in marketing. Yes, this is a bold statement, but think about it — the sole purpose of marketing is to create long-term and returning consumers.

And a great way to keep your consumers coming back for more is to build a trusting, loyal relationship with them.

Here’s how you can do just that: 

1. Provide exceptional customer service

Focusing on creating a positive and unique customer experience shows your following that you care about producing quality products or services, as opposed to just raking in the cash

A great way to improve your brand’s relationship with consumers is to ensure that your customer service is on point. Whether you deal with queries and complaints via a customer service channel, like email or social media, it is essential that the consumer that you're dealing with feels heard.

This can be done by responding to queries promptly and in a courteous and transparent manner — nobody is gaining any brand loyalty if your audience feels ignored. 

Brands can also make use of customer relations management (CRM) systems. This will help manage your relations with existing clients by
  • creating a platform for live chats: Here, consumers can get responses to queries online and automatically from brand representatives. Think of the ‘how can I help’ chat window that pops up on certain webpages; this is CRM technology. 
  • allowing customers to help themselves: This is essentially a portal for searchable FAQs. Here, customers can find answers to common problems they might experience.
  • Offering analytics and reporting: CRM systems allow you to build up a profile of your clients’ preferences, resulting in continually improved customer experience. 

2. Build a community 

Once you couple the consistent delivery of a quality product or service with positive engagement with consumers, you have a recipe for success. Engaging with your clientele on a regular basis allows for the relationship between your brand and consumer to flourish, as it encourages open communication.

By regularly updating customers on developments or changes in your field, you are providing them with a ‘behind-the-scenes’ perspective, which they will appreciate.  

Interaction is not one-sided, and as much as you fill your following in on the inner workings of your brand, you should also facilitate a discussion that allows them to chip in as well.

This allows your clientele to get to know your business on a more personal basis, humanising your brand and creating a community where followers can interact. 

3. Highlight your brand’s best attributes 

By spotlighting what your brand does best, you are making it more identifiable to the consumer.

Show your consumers what sets you apart from your competition by highlighting your brand’s unique voice, story, products or services. 

Once you position yourself as a brand that has something unique to offer, it’s important to market it as something your client base needs to get their hands on.This makes the buyer reliant on your business's supply, leading to them repurchase said product. This is how you cultivate a mutually-beneficial relationship. 

Take Nike for example: they have a broad range of products, but if you had to ask any consumer what they are known for they will likely respond with takkies

This is because they have cemented themselves as the place to buy takkies (or sneakers for our American audience), and this message is displayed consistently throughout all their marketing efforts. Why? Because takkies are what they do best!

4. Offer customer loyalty programmes

Easily one of the most straightforward ways to build brand loyalty is to start a rewards programme for devoted followers. 

By offering incentives for loyal customers, you give buyers a reason to come back to your brand. This will also make the faithful followers feel valued and note that your brand is one that gives back to its supporters. 

These loyalty programmes usually take the form of a physical membership card or mobile loyalty programmes that offer members discounts, promotional codes or a points system where the more you spend, the more points you earn. 

5. Maintain consistency 

Lastly, in the journey to cultivate brand loyalty, consistency is the cherry on top of your delicious brand cake.

According to Orientation Marketing, a brand needs to give customers a feeling of familiarity every time they engage with them. This increases the likelihood of your customers coming back over and over, as they consider your brand to be reliable and credible, almost like being family. 

By routinely delivering excellent service and being consistent in your marketing efforts, you will become a brand that is difficult to forget. 

What do you think brands can do to keep customers coming back for more? Let us know in the comment section below.

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Are you interested in more ways you can improve customer experience? Be sure to check out Four reasons why you should focus on personalised marketing.
*Image courtesy of Vecteezy