How to tell the difference and gain true customer loyalty

Would you rather have thousands of loyalty programme subscribers or 50 loyal customers? Let’s face it, loyalty programmes can be fishing rods in a catch-and-release pond. And you’re just one rod, so you need to do better than discounts.

When humans feel special, valued, and well-treated, they develop brand loyalty – programme or not. Many people would pay a little more if they were sure of receiving a great customer experience (CX).

CX is an emotional subject

You could offer the best deals in town, but they don’t mean anything if you have sub-par customer service, because loyalty isn’t just about products.

Why do you think retailers are so busy during Black Friday? When it comes to saving money, people aren’t necessarily interested in the brand – they just want a bargain while stocks last…

Loyalty is rooted in emotion and emotion comes from engaging with the brand in its entirety.

Think about it: Do you ever ask a customer’s name because you genuinely want to know it? They can tell when it’s sincere.

There’s a big difference between recognising individuals and seeing every client as one and the same. You won’t get loyalty if a customer buys from you every week and you still don’t recognise them.

For example, a person shops at the same grocer for five years. The manager knows the person’s face but has more important things to do than connect with them. In fact, the manager treats that customer the same as every other walk-in.

Then, a new, more modern grocer pops up across the street, and its manager instantly makes contact and remembers the person’s name.

Both stores are nearby, but the new store’s manager makes a conscious effort to create a relationship, even if they have thousands of other customers.

Which store would you choose?

Loyal vs opportunistic buyer

If you’re adamant about loyalty programmes, consider the behaviour you want your customers to follow and create a relatable experience through personalised value.

Want to transform consumers into humans? Here are some tips:

• Don’t blindly follow suit: Generic deals are boring and mainstream. Try creating meaning and value beyond customer wallets because that’s where your differentiators lie. Sure, staying relevant is important, but don’t replicate marketing trends for the sake of short-term revenue gains.

• Needs-based beats sales-based: Personalise the experience to make it relevant to your customer’s needs. People know when they’re being sold to and can smell desperation, so rather offer relevant specials instead of coaxing them into buying irrelevant items for the sake of “reduced to clear”.

• Focus on CX: Before introducing anything new, consider how it affects CX. Chatbots and several call redirections don’t streamline the customer journey. Do your research and determine how your customer will react to a service before implementing it.

• Return the favour: If you’re loyal to your customers, chances are they’ll return the favour. Make an effort, learn their names, offer exclusive deals, and pamper them with bowls of peeled grapes and wafting fronds.

• Stay real: Authenticity in the modern world is a rare commodity. Between all the scams, hidden agendas and AI, people are hesitant to trust. Fortunately, you can take advantage and transform yours into a genuine, human-centred business.

• Continue brainstorming: If you’re running out of new ideas, InteractRDT can help you use CX to earn, achieve and sustain authentic customer loyalty.