Customers are at the heart of every business. Whether you’re in retail, hospitality, IT, even finance, and healthcare, it’s your customers that keep your company afloat. However, what most company leaders get wrong is believing that their success lies in new customer acquisition. While that’s undoubtedly an important part of the equation, the actual key to your success is loyalty.
Over 65% of your business comes from existing customers. So, inspiring loyalty among consumers is what can help you thrive and outperform the competitors.
But how do you inspire loyalty? What is the most direct cause of customer loyalty? In essence, it’s the customer experience. It’s always putting your customers first and ensuring that you meet (if not exceed) their every expectation. And the best way to do this is by developing effective customer loyalty programs.
They can bring an abundance of benefits to your business. Take a look.
Retaining Customers for a Long Time
Well-designed loyalty programs can help you retain customers for much longer than expected. About 75% of consumers prefer doing business with companies that offer rewards, and they’ll stick around if they continue getting value from them.
So, if you want to boost your retention rates, dedicate your efforts to keeping your most loyal customer happy and offering them value.
One of the biggest mistakes companies make is rewarding novelty by offering the best value to brand new customers. Generous welcome bonuses, first purchase discounts, special new customer sales – these are all important for boosting lead generation but will make your loyal customers feel left out.
You’ll typically achieve the best results by designing a tiered rewards system that offers the best rewards to the oldest customers. Of course, you can lure new customers in with first purchase discounts, but ensure that your loyal customers are happy by giving them an even better discount, for example.
Finding New Customers
Suppose your existing customers are satisfied with your brand and feel like they’re getting value from your loyalty programs. In that case, they’ll be much more likely to recommend you to their friends and family, allowing you to find new customers with ease.
However, to avoid leaving this type of word-of-mouth marketing to chance, you’ll want to include a referral option in your loyalty programs. Rewarding loyal customers for referring you to friends and family and bringing you new customers is as beneficial to them as it is to you, so don’t miss out on it.
Increased Conversion Rates
A valuable loyalty program will pay for itself, not only helping you improve your customer retention rates but taking your conversion rates through the roof as well.
Everyone wants to join a good loyalty program. There are well over 3.3 billion loyalty memberships in the US alone, so offering a membership can only help you attract more loyal customers.
More Repeat Sales
Your customer loyalty program can help you boost your sales and encourage more frequent repeat purchases. Not to mention that it can also increase the average purchase value as the more customers spend, the better savings they’ll get.
Loyalty programs can also reactivate your dormant customers who are slowly getting away from you. You’ll remind them of the value you offer and inspire them to return to your brand.
Increased Social Media Engagement
Social media is invaluable for companies across industries and niches. It helps you communicate directly with existing customers and allows you to reach target audiences wherever they are. It’s one of the best tools you have at your disposal to boost your brand awareness and improve your customer acquisition rates.
And luckily, your customer loyalty programs can help you establish a strong social media presence that drives engagement.
You can boost engagement by rewarding your customers with loyalty points for their comments, likes, and shares. You can also improve engagement by sharing insightful posts relevant to your loyalty program and getting your audiences interested in reading them.
Of course, don’t forget to remain responsive on social media and engage your audiences in the comment sections yourself.
Improved Customer Relationship Management
A loyalty program that’s customized to suit a specific consumer can work wonders for improving your customer relationship management.
Customers who feel appreciated because of your loyalty program and who have an emotional connection to your brand will be more forgiving of any mistakes or mishaps on your part. They’ll be more patient and more understanding, giving you more time to set things right.
To personalize your loyalty programs and make them more effective at improving your customer relationship management, you’ll have to do thorough research and determine exactly what your loyal customers want to get from you.
More Customer Satisfaction
One of the key benefits of a good loyalty program is that it improves customer satisfaction. You’ll be showing your appreciation for your consumers by rewarding them and offering them unique value. You’ll enhance their brand experience and ensure their utmost satisfaction.
Over 86% of buyers would pay more for a great customer experience, so by focusing on improving customer satisfaction, both you and your consumers would benefit.
Loyalty programs are renowned for being cost-efficient. They allow you to improve brand awareness, increase your reach, boost lead generation and conversion rates, and turn a profit without requiring a hefty investment.
However, you’ll have to be careful and ensure that your rewards and loyalty programs aren’t costing you money. Good loyalty programs are self-sustainable and should improve your profits over time, not diminish them like in Tesla’s case.
Gathering Relevant Data
Finally, customer loyalty programs allow you to gather customer data with ease. 80% of consumers are more likely to do business with a brand that offers personalized experiences, and they’re well aware that they need to provide relevant data for that to happen.
So, if you want to collect customer data, all you have to do is ask. Have your loyalty program members create detailed profiles that provide you with all the necessary information. Your customers will be more likely to share personal information if they’re getting something valuable in return, and your rewards program offers just that.
Loyalty programs bring an abundance of benefits to your business. These programs will set your business on a path to success, from helping you improve your retention rates and increase repeat sales to enabling easy data collection.