Building Customer Loyalty, Part Two
In Building Customer Loyalty, Part One we named 7 important beginning points for developing and implementing a customer loyalty program for your business. Creating loyalty in your business clients is critical if you intend to grow quickly and maintain a competitive edge.
The Forum Corporation reports that “84% of customers who leave do so because of poor service.”
Do you know why your customers stay or leave? Are you ready to implement whatever measures will turn your clients into raving, returning fans?
Below are 6 more tips for building your Customer Relationship Management (CRM) strategy and creating incredibly loyal customers.
1. Outline the best possible customer experience.
Determine the most important business interactions and do some third-party testing. Observe and take note of places in the user experience that didn’t go smoothly, and places that worked like a dream. Here are a few questions you might consider:
- Did your client have to hunt for a “purchase” button?
- Did they groan when asked for information that wasn’t strictly necessary for the purchase?
- Do customers have the same set of questions every time they go through the process?
- Are they bailing out of the purchase process at a particular point?
- At which parts of the process were they taking more time than you expected to complete a step?
2. Design a different customer experience for each segment of your target market.
You may have a section of your list that converts to a purchase for a very specific type of product. Segment your list out and create a special set of offerings catering to their particular interests. Build pages around those topics. Ask questions about that area of interest, and evolve your offerings to match client preferences.
3. Agree on customer experience goals.
Once you know exactly what each of your best user experiences are, you can set goals for those experiences. Articulate how they should feel, how quickly they should happen, what the customer’s experience with your business should be like. Identify the specific area that will provide the best possible return for your company.
4. Collect data.
Collect and organize as much data related to customer interactions as you can. This means you’ll need to take time to identify the particular datasets that are important, but if you can make a few educated guesses as you begin, you will be able to refine it as you go. Having that data will help you identify certain needs, behaviors, and characteristics that can be helpful to you as you implement your Client Loyalty strategy.
In the same vein, make sure you have identified metrics for success for your CRM program. How will you know that your loyalty program is successful?
5. Test and refine.
Testing and refining your CRM program is a natural extension of collecting your data. When you know what the pressure points are, you can implement change. Set aside time each month to review your program and make adjustments as needed.
6. Communicate the wins.
Part One of Building Customer Loyalty included getting support from the top brass. Once you begin to see results from your customer loyalty strategy, be sure to communicate effectively to management. This ensures that your program will continue to create positive results and build your business.
Are you ready to improve customer loyalty, but need help creating and implementing a strategy? Email Calvert Creative today or call us toll-free at 877-495-6851.
