Consumer brand loyalty is currently one of the most sought-after qualities. More and more companies are deciding to introduce loyalty schemes through which they aim to win participants\u2019 loyalty. However, it is important to remember that true loyalty cannot be bought; it must be earned through appropriate measures. Today\u2019s consumers, in addition to benefits, also want to feel a sense of connection with the brand. Excellent communication between the company and the consumer, and a sense of being valued, are just some of the factors that will help to win over the customer\u2019s loyalty.<\/p>\n
The key to winning customer loyalty is building a strong relationship between the customer and the brand. This is achieved primarily through communication. Of course, we mustn\u2019t forget to regularly recognise customers for their purchasing activity. However, it is precisely communication that is often neglected by many companies. By strengthening our relationship with our customer base, we gain a large group of loyal customers. It is widely recognised that this group accounts for almost half of a company\u2019s revenue. What does the key term \u2018communication\u2019 actually mean? There is no single answer to this important question. The term encompasses a wide range of activities, which I shall endeavour to outline for you.<\/p>\n
In order to develop the area described above, the primary focus should be on the quality and availability of customer service. It is important that consumers have a choice of how they can contact a brand representative \u2013 it is therefore worth offering several options, such as telephone, email or live chat on the website or mobile app. For some, this may seem a trivial matter, but it is worth bearing in mind that offering only one means of contact can pose a significant obstacle for the customer.<\/p>\n
Listen to your customers! Feedback from customers is extremely important here. This enables the business to tailor the benefits on offer, amongst other things, to the preferences and expectations of its customers. Such measures will also encourage consumers to be more active and engaged in the loyalty scheme. Users will feel that their opinions are valued and respected by the brand.<\/p>\n
All the measures described above help to strengthen the relationship between the customer and the brand, which in turn helps to increase customer loyalty and, consequently, boost their purchasing activity.<\/p>\n
According to the latest research, companies that focus on initiatives designed to boost customer engagement across multiple channels are able to retain almost 90% of their customers. In contrast, companies that do not pay sufficient attention to the strategies described above are only able to retain around 30% of their customers. The figures speak for themselves: developing communication between the brand and the customer is now a key issue. Extensive communication also builds strong trust on the part of the customer. Why is this so important? Almost three-quarters of consumers who trust a brand and are satisfied with the services it provides recommend it to their friends. Referral marketing generates significantly greater profits for a company than even the most expensive PR or advertising campaigns. After all, we are more likely to trust a good friend than a random advert we come across online.<\/p>\n
Data analysis plays a key role here! Regular monitoring and in-depth analysis of purchasing behaviour will enable the loyalty programme to be perfectly tailored to the consumer. We are all different, with different expectations and preferences. That is why it is important to analyse this data on a regular basis. This will allow certain aspects of the programme to be modified, which will in turn boost potential customers\u2019 satisfaction. When introducing any changes, it is worth ensuring that customers have the opportunity to provide feedback to the brand. Unfortunately, not every change implemented in a loyalty programme is a direct hit. That is why communication between the company and the customer is so important \u2013 it allows any problems or difficulties the consumer may encounter to be resolved as they arise. After all, greater customer satisfaction translates into greater loyalty to the brand.<\/p>\n
Gamification is a strategy that involves incorporating elements from computer games in order to increase the activity and engagement of a specific target group. Nowadays, companies are increasingly keen to adopt this innovative solution and incorporate it into their loyalty programmes. Using games to build brand loyalty has proved to be a great success. By completing various missions, users can not only earn rewards but also derive a great deal of positive emotion from the experience, which will be associated with the brand. It is worth remembering that the rules for earning rewards should not be too onerous, as this can effectively discourage consumers from taking up the challenge.<\/p>","protected":false},"excerpt":{"rendered":"
Lojalno\u015b\u0107 konsumenta wobec marki jest obecnie jedn\u0105 z najbardziej po\u017c\u0105danych cech. Coraz wi\u0119cej firm decyduje si\u0119 na wprowadzenie program\u00f3w lojalno\u015bciowych, za po\u015brednictwem kt\u00f3rych, chc\u0105 zdoby\u0107 lojalno\u015b\u0107 uczestnika. Nale\u017cy jednak pami\u0119ta\u0107, \u017ce prawdziwej lojalno\u015bci nie mo\u017cna kupi\u0107, trzeba j\u0105 zdoby\u0107 przez zastosowanie odpowiednich dzia\u0142a\u0144. Obecni konsumenci, opr\u00f3cz benefit\u00f3w, chc\u0105 tak\u017ce mie\u0107 poczucie blisko\u015bci z mark\u0105. Doskona\u0142a…<\/p>","protected":false},"author":2,"featured_media":3005,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-3004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci"],"taxonomy_info":{"category":[{"value":18,"label":"Aktualno\u015bci"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2021\/09\/depositphotos-7172137-l-2015.jpg",1000,557,false],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":18,"name":"Aktualno\u015bci","slug":"aktualnosci","term_group":0,"term_taxonomy_id":18,"taxonomy":"category","description":"","parent":0,"count":44,"filter":"raw","term_order":"0","cat_ID":18,"category_count":44,"category_description":"","cat_name":"Aktualno\u015bci","category_nicename":"aktualnosci","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/3004","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=3004"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/3004\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/3005"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=3004"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=3004"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=3004"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}