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Creating a positive customer experience with your brand:
Brands want loyal customers they pay more, buy more and refer more, but research shows that loyalty is in decline. Consumers are considering more brands and switching providers more frequently than ever before. So what can marketer do with their loyalty programs to earn greater trust, commitment and advocacy?
It takes rethinking what loyalty really means in the digital age:
- Loyalty needs to be reciprocal. Consumers expect allegiances in both directions.
- Loyalty is about emotion first and behavior second, loyalty is powered by emotion, repeat purchases are the result. It's the emotional connections a brand makes that lasts the longest and goes the deepest.
- Go for gratitude and loyalty with follow, gratitude is the readiness to show appreciate for and to return kindness.
The strategy for generating sustained gratitude is to discover and foster a shared purpose with your customers, and to help them share that purpose with others. Giving gifts, granting rewards and doing other nice things can work in the short term, but customers can become conditioned or wooed by someone else with nicer gifts. Shared purpose is not something you do for your customer but something you do with your customer. For example: Satisfied customers of a T-short company (Custom Ink) receive a personalized communication "Your T-shirt design is an extension of yourself, a statement of your creativity. I'm so glad we were able to bring your idea to life. share your story and post your picture on our Facebook page." All the elements of gratitude are in these sentences - They are expressing their gratitude not for the transaction ("thank you for your purchase") but for the opportunity to contribute towards that purpose ("glad to help bring your idea to life").
So in summary it's about creating a personalized interaction to show loyalty towards the customer, this is how at Affinity Group we create Synergistic Business Success through a positive customer experience with your brand.
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