Celebrate Customer Loyalty Month: Top 5 Customer Loyalty Tips


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Top Five Customer Loyalty TipsIf you are in the busi­ness of cus­tomer ser­vice and cus­tomer sup­port – take note: It’s Cus­tomer Loy­alty Month. What does this mean? Well, for one thing, it’s a great time to take a per­sonal and company-wide inven­tory of just how well you are treat­ing and ser­vic­ing your cus­tomers. How would you rate your cus­tomer loy­alty? Could it be improved? Chances are, it could. We have five tips to help you not only improve cus­tomer loy­alty at your com­pany, but to make your cus­tomers hap­pily loyal to your brand and company.

If your atti­tude toward cus­tomer ser­vice is that your role is to mit­i­gate dam­age, or to sim­ply put out fires and move on to the next prob­lem, Cus­tomer Ser­vice Month is a great time to re-think this thought process.

Cus­tomer con­cerns are no small issue, and if your cus­tomer has a prob­lem with your prod­uct, ser­vice, or the way a prob­lem was han­dled, con­sider this your new prob­lem – it’s not just a prob­lem hap­pen­ing to some­one else, but it’s an issue that now affects you directly. Does this thought-shift change how you’ll han­dle the prob­lem? It should. Unhappy cus­tomers tend not to be loyal cus­tomers for long, so con­sider how you can pos­si­bly solve their prob­lem in a way that you per­son­ally would be pleased with. Ask your­self – if this hap­pened to me, how would I want the prob­lem solved? What would be the best pos­si­ble out­come in this sce­nario? How would I want the com­pany to respond to me and solve this issue? As much as it’s in your power to do so, act and treat that cus­tomer accordingly.

J.C. Pen­ney was once one of the titans in depart­ment store sales. In 2012, sales fell by 25% and the for­mer Apple Stores’ leader Ron John­son, who was hired to spiff up the stores and increase sales, was fired. Among Johnson’s cited fail­ures was that he alien­ated cus­tomers, decreas­ing customer’s “loy­alty engage­ment lev­els” to a new low of 70%. (Com­peti­tor depart­ment store Kohl’s has a level of 84% and Macy’s is at 82%. At 65%, a brand is said to be on its way out.) One major flaw in Johnson’s strat­egy was elim­i­nat­ing the dis­counts that cus­tomers had relied on – John­son instead rolled out “every­day low pric­ing.” With the brand in peril, Myron Ull­man, J.C. Penney’s re-instated CEO, is des­per­ately bring­ing back the deep dis­counts in hopes that he can lure cus­tomers back and once again regain the loy­alty of cus­tomers who relied on Penney’s tried and true for­mula. Les­son learned? When it comes to reward­ing cus­tomers, don’t rein­vent the wheel; cus­tomers appre­ci­ate offers, dis­counts, and rewards.

When con­sid­er­ing cus­tomer loy­alty and how your cus­tomers feel about your ser­vice and brand, never assume that cus­tomers remem­ber or even know the large and small ways you are pro­vid­ing ser­vice. Keep your brand and ser­vice top-of-mind through e-newsletters, per­sonal emails, or even phone calls (depend­ing, of course, on the type of ser­vice you offer and the num­ber of cus­tomers you have). It’s not arro­gant to point out the ways you are help­ing your cus­tomers – it’s sim­ply a good prac­tice. High­light your rewards, make sure cus­tomers know how they can eas­ily con­tact you if prob­lems arise, and even pick “cus­tomer tes­ti­mo­ni­als” to drive home the point that your ser­vice is mak­ing a dif­fer­ence for other peo­ple, as well.

If you live in or around the Bay Area and have sea­son tick­ets to the Giants base­ball team games, chances are, you are feel­ing the love from the orga­ni­za­tion. To help increase cus­tomer loy­alty and ensure that fans will come back for repeat sea­sons, the Giants orga­ni­za­tion assigned per­sonal rep­re­sen­ta­tives to each sea­son ticket holder to ensure that the fan is happy with his or her expe­ri­ence. Yes, you read that right — every per­son who has a sea­son ticket has the per­sonal phone num­ber and e-mail of his or her very own cus­tomer rep­re­sen­ta­tive. Sea­son ticket hold­ers can sell seats for games they can’t attend, ask ques­tions, or even file com­plaints if some­thing such as their scanned ticket didn’t work when enter­ing the park. It’s per­sonal ser­vice at its best, and it’s just one way that the Giants have man­aged to keep their fans wildly loyal.

Do you send birth­day cards to your grand­mother, aunt, and/or sib­lings? How about your cus­tomers? If not, why not? When it comes to cus­tomer loy­alty, if your busi­ness involves more per­sonal rela­tion­ships with cus­tomers, make sure you write down their birth­days, anniver­saries, and impor­tant life events. Send a card, hand-written or per­son­ally signed, if pos­si­ble, and be sure to thank your cus­tomer along with your note of cel­e­bra­tion or con­grat­u­la­tions. Your cus­tomers will remem­ber this nice touch.

We hope that dur­ing Cus­tomer Loy­alty Month you put in extra effort to remind your cus­tomers just how much you appre­ci­ate their busi­ness. Post our 5 tips up in a vis­i­ble place, and prac­tice them, year-round. With per­sis­tent atten­tion to your cus­tomers, you’ll start to build not just loyal cus­tomers, but hap­pily loyal customers.

Republished with author's permission from original post.

Jodi Beuder
We help organizations create a positive connection between customers and brands. We promote synergy through integration as it builds on the decades of collective history of renowned expertise. MHI Global is your comprehensive source for customer-management excellence solutions to compete in today's ever-changing, customer-centric environment.


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