Communication is crucial when it comes to the quality of any relationship. The price and standards of products and services influence customers’ buying decisions a lot, but people also decide which brands to buy from and which ones to stick with based on how they make them feel.
Before the digital era, people had trust in specific brands because goods and services were associated with people and not organizations. Buyers knew and had a relationship with people such as the salesperson at their local shoe store, and that—plus their experience with the product—made them trust the quality of a brand. Later, industrialization added an element of uncertainty about products as they started being mass produced and people started having more access to information about the enormous choice of products available. Because of all that, customers lost interest in brands to which they were previously loyal.
In an attempt to re-establish the connection between customers and brands, loyalty programs were created. Loyalty programs have become more than common in today’s society and exist across millions of businesses whether they’re online, in-store, or in their smartphones. American households hold memberships in 29 loyalty programs but are active in only 12 of them.
If you have a loyalty program and you know how important loyal customers are, here’s something for you to think about: are you getting the most out of your program? What is it doing for you and your customers? Are you actually earning their loyalty? Most importantly, are you bringing quality to the relationship between your brand and your customers? If you’re not communicating with them beyond the purchase and across all touch points, I can tell you already that there’s a lot more you could be doing to foster brand advocates and increase your customers’ lifetime value.
Save your spot now to join us for a live chat on December 16th at 11 am PDT, and learn how Social can help you strengthen your Omni-Channel Customer Loyalty Program.