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Building Customer Loyalty

Loyal customers tend to buy more, more regularly.

It’s true, and a loyal customer will frequently recommend your business to others too. It’s also cheaper and easier to sell to your existing customer base, and that is what makes customer loyalty a very important part of your business.

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To fully benefit from customer loyalty each business owner should understand who the most valuable customers are, how to achieve a high standard of customer care and how to turn the most valuable customers into the most loyal customers.

Here are some ideas we’ve put together from various sources:

  • List your top 10 key accounts and give these customers your best service.
  • Ensure customer-facing employees have access to all the information they need and give them the power to make certain decisions.
  • Find out what, when and how your customers buy. Use this information to improve the service you offer.
  • Develop a brand around your company, products and/or services. If a customer can relate to your brand they will feel good about it, and keep coming back.
  • Make sure employees have good basic communication skills. Poor spelling and grammar will ruin credibility.
  • Involve your employees by asking them for ideas.
  • Think of ways to make life easier for your customers, for example, free parking.
  • Exceed your customers’ expectations and always keep your promises.
  • Keep customers informed about any problems and make it easy for them to contact you.
  • Use your website to give your customers the information they want.
  • Use contact management software if you have a lot of high-value customer accounts, and make sure your employees know how to fully use the software.
  • Personalising all communication can make a customer feel special and show that you’re friendly and efficient.
  • Ask new customers why they chose your company and ask existing customers what you could do better.
  • Get feedback after you’ve completed your service or delivered your products and act on the feedback you receive.
  • Contact customers who have stopped buying from you and find out the reason why.
  • Use website analysis software to monitor the popular pages of your website.
  • Plan your communications to your customers and ensure the right type of communication goes to each.
  • Keep in regular contact with your customers, either by telephone, letter or email newsletter. Send Christmas wishes and Birthday wishes for the personal touch.
  • Entertaining single customers can be done over lunch, on the golf course or via an after-work drink.
  • Entertaining large groups of people can be done at an annual event.
  • Make it easier for your top customers to buy from you. Think about giving them first option to buy discounted stock clearances or perhaps waive minimum orders etc.
  • Introduce loyalty schemes. Offer discounts when the customer reaches a specific target, or offer discounts off their next purchase.

Now you have a starting point, why not put it into motion?

These are just a few ideas to keep your customers coming back. They are by far not the only methods to think about, but they are a great starting point and the majority just need a bit of time and input from all members of staff to get them going.

Go on, have a go, you never know what it might lead to!

Normanby Estate

Throughout our dealings with Urban Feather, we have found them to be professional, knowledgeable and very helpful. Their advice has been invaluable.

Sir Reginald Sheffield, Director, Normanby Estate
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+44 (0) 1724 897 497