In the consumer led world we live in today, you might think that customer loyalty is a myth. All customers want is the best price and if they can find a cheaper option they won’t hesitate to go elsewhere. This is certainly not the case.

Customers can be extremely loyal. They get used to a certain level of service, they get to know and recognise the brand and the people they deal with on a regular basis.

So how can you ensure that your customers stay loyal and don’t go elsewhere?

Implement a customer loyalty scheme

Customer loyalty and reward schemes really do work. People like to feel they are getting a good deal. So by offering a discount after a certain amount of time or a number of purchases, the customer feels that they are being thanked for their business and as a result will feel an emotional connection to the brand. Customers who are emotionally connected to a brand will be more loyal.

Successful schemes often incorporate levels of rewards, so that the rewards get increasingly better over time. This can be a good strategy to develop longer-term customer loyalty.

Refer a friend scheme

Many businesses now offer refer a friend schemes, where if customers recommend the business to others, they receive a reward. The reason why this can work so well is for a number of reasons. Your customers become your marketing team and your business will grow through word of mouth. It’s a very cost effective way to grow your business.

It also creates a community culture amongst your customers. A customer will only recommend you if they feel that by doing this they will gain credibility amongst their own community of friends and family. We all have a need to be social and accepted by others. These emotions form the basis of a successful refer a friend scheme.

Great customer service

Perhaps this should have been the first point covered in this article, as it is certainly the most important. This may sound obvious but by providing excellent customer service, your customers will be more loyal.

Of course, Customer Service means different things to different people.   Whilst most businesses work hard to ensure their core service that their customer buy from them is of a good standard, this alone isn’t sufficient to get a 5-star rating and create that all important customer loyalty.

It is vital that you demonstrate your professionalism at every touch point your customers have with you.

This extends to the simple things like pro-actively advising customers of any issues, delays or problems, getting back to customers or enquiries with quotes or proposals when you say you are going to, ensuring you always answer your phone within 3-4 rings (there’s nothing more frustrating than not being able to get through to speak to someone with a query!), through to encouraging feedback; for example asking customers to rate your service and acting on any common complaints or suggested areas of improvement.