Here below is a synopsis of an excellent blog post by Randy Bowden. He argues that most business owners miss the point when it comes to building brand loyalty
“Customers want a business they can come back to again and again for the things they need, that they feel comfortable purchasing those items, knowing they are getting the right items. It is, however, easy to make mistakes when building brand loyalty that may haunt a business the rest of its days.
1. Forgetting What The Customer Wants
It is important to keep what the customer wants in mind as a business owner builds loyalty. Business owners need the loyalty to go deeper below the surface.
2. All Hype, No Substance
It is easy to think about customers are object you are trying to attract them and forget they are people. So, avoid making claims about the business without the substance to back it up.
3. All Sell
One of the worst things a business can do when building brand loyalty is focusing on the next sale. It is like being bombarded by telemarketers. No customer likes that.
4. No Engagement
Engagement can simply mean a conversation or acknowledgement that the business heard their words and will take the appropriate action. The strong emotions, such as humour, connects them to your brand and encourages loyalty.
5. Poor Customer Service
No matter how well you do everything else, how those behind the counter treat the customer is still one of the best ways to build customer loyalty. So, never forget that your brand extends beyond the physical.”
As the saying goes, there is no second chance to make first impression. Working hard on ensuring that the client or customer has a smooth path through the purchase is probably the best way to build brand loyalty.