How to Earn Customer Loyalty

Customers are the lifeblood of any company. The number of customers are not necessarily counted by each unique individual that enters your store, but rather the number of people who actually buy your products or avail of your services—be it repeat customers or new ones. Repeat customers are those whom you have satisfied and have convinced to return to you today. They were once new customers, and now they are your regulars.

How do you make sure that you have repeat customers? You cannot rely on new customers because if that is your target, you will soon face a pseudo-saturated state where everyone has already availed of your products/ services, and do not wish to avail of the same product/service again. You do not want to become a fad.

Here are some tips to promote customer loyalty:

Offer royalty privileges. Membership cards offer privileges to anyone who avails of them. Frequency cards, for which you collect stickers to get those nice planners that a lot of coffee shops offer every December, also promotes repeat customers. Loyalty privileges are a declaration of thanks to your repeat customers. You are now letting them know that the more frequently they avail of your services or buy your products, the more they will get in return.

Ensure responsive service. Customers prefer stores whose staff is responsive to their needs. Unless you are selling sought-after products, convenience will be a big key in selling. Observe your customers, ask for feedback and suggestions, and allow them to take part in brainstorming for your store improvements for the month. Be responsive to their needs. Avoid acting high and mighty, thinking that your business operation is perfect. You may have put in a lot of time and effort in building your business, but you also have to understand that if your customers are not pleased with you, they would simply stop going to you.

Recognition is key. How impressed are you when you enter your local coffee shop and the baristas greet you by your first name? How about when they offer you your usual order? Belongingness is one of the integral needs of people after basic needs and security—this is why we feel comfortable with people who make us feel like we “belong”. By knowing your customers personally, and letting them know that you actually value their presence in your store and not just their money, you may soon gain their loyalty. A lot of people choose to buy in stores they are familiar with, where the sales representatives consistently accommodate their needs—basically, a store that recognizes them personally, and not just as another passing customer.

To know more about this topic, BusinessCoach, Inc., a leading business seminar provider, conducts an excellent seminar entitled “Customer Service Training.” Contact (02) 727-5628, (02) 727-8860, (0915) 205-0133 or visit www.businesscoachphil.com for details.

Click here to view details of the seminar: Customer Service Training »

*Originally published by the Manila Bulletin. CC-4, Sunday, October 12, 2014. Written by Ruben Anlacan, Jr. (President, BusinessCoach, Inc.) All rights reserved. May not be reproduced or copied without express written permission of the copyright holders.