The popular topic of the century! Firstly, we gain customers
and then try to make them happy as it’s the only way to boast having loyal
customers. Loyalty in itself is much more than having best customers, it’s like
having success in ones hands. Loyal customers will defeat your competitors in
such a way that a company cannot. They will never let the product down.
Once again remembered “Apple loyals”, they can fight with you
for hours if you say something negative about any Apple product. I have a
colleague, who is a bright example of the mentioned; I call him an “Apple
addict”. I don’t like this much of addiction, but at the same time I do realize
the Apple “power” and I’m sure that most of Apple buyers become loyal to their
products.
Loyalty in its turn can have different degrees. It can be light,
it can be extreme. I myself never become so much addicted to any product or
service. I may like it or dislike.
There are lots of “Starbucks” and “McDonald's” lovers. It’s
said that loyal customers represent no more than 20 percent of the customer
base.
Is loyalty emotional,
or maybe intellectual?
Loyalty comes in different flavors. Sometimes it’s emotional,
sometimes intellectual. The widely spread type is the emotional component. So
creating strong emotional connection between the company and the customer is
the key element in company’s success.
Beyond Philosophy states that customer loyalty is “the result of consistently
positive emotional experience, physical attribute-based satisfaction and
perceived value of an experience, which includes the product or services.”
Customer Loyalty Measurement
One thing is having loyal customers and the other is loyalty
measurement. And how to do this? The
easiest, but not the only way, is a short customer survey. Remember short! I like
the “KISS” (Keep It Short, Stupid!)
In this busy world no one can afford answering endless
questions. But when they see a few questions, they do it with pleasure. It could look like this:
- How satisfied are you with the product?
- How likely are you to continue using the product?
- How likely are you to recommend the product to others?
You can also offer enticements to your customers to take your
survey. In fact, it works and it’s worth doing. Loyal customers are promoters
of your product or service and the more you do for them, the more they will
recommend you to others.
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