How to Improve Customer Loyalty

Do you know that “65% of a company’s business comes from existing customers?” Not only are current customers more likely to make a repeat purchase, but they also share their experience with others. That’s why it’s important to analyze and tweak each touchpoint for improved customer loyalty continually.

Today’s customer uses multiple channels to access your brand and products. Although it can be challenging to meet expectations on every platform, by taking a thorough approach, you’ll increase customer retention rates and attract new clients.

Ensure a Cohesive User Journey

What happens after your customers purchase your product? Knowing the answer to this question and taking steps to improve the user journey results in loyal customers. For example, Pixeline reports, “McAfee cut their support calls by 90% as a result of a user interface redesign.” While ESPN saw a 35% increase in revenue after a homepage redesign.

Often, a great place to start is by taking the user journey yourself while thinking about your client’s needs after conversion. Next, review data to learn what problems or barriers affect the user journey. Once you’ve illustrated the steps in your user journey, then use data to determine if you can improve customer loyalty by adding extra support or enhanced functionality.

Satisfy Clients at Every Touchpoint

Your customers may access your brand through a variety of devices on multiple channels, including your website, social media, and messaging. If one of your touchpoints is slow to load on a mobile, then regardless of how much your client loves your brand, they may be unlikely to recommend it or make a repeat purchase. Think With Google reports,

• “50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly.”
• “When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future.”

Encourage Customer Loyalty

People want to share what works with others. Give them the tools to do so by developing a customer loyalty program that celebrates your clients. Fundera reports, “Loyalty program members spend between 12-18% more per year than non-loyalty program members.”

Turn your customers into brand ambassadors to boost repeat sales and improve their experience with your company. Other methods to fine-tune your customer loyalty strategy include:

• Using social media to share social proof, like client testimonials and user-generated-content.
• Sending a personalized follow-up email with a call-to-action that generates a response from loyal customers.
• Acknowledging key moments, like customer birthdays, with a coupon or promo code.

Make Customer Retention a Priority

Each aspect of your business, from your website to your loyalty program, should focus on providing a satisfying journey that keeps customers coming back. Steps that improve the functionality and accessibility for your clients do just that, which is why Evernote increased user retention by 15% after launching intuitive, helpful features.

By providing the right mix of friendly support and personalization along with a plan for customer reengagement, you’ll keep your brand at the front of your client’s mind. In return, when it comes time to make their next purchase or recommend a product to a friend, then your loyal customers will go back to your business’s website.