Who doesn't need loyalty

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Which companies need to cultivate loyalty and which don’t
Brand loyalty is needed when three conditions are met:

you have a product or service;
you want to sell more products and services;
You want your current customers to come back and buy from you again.
For example, you are a small online English school. You want to conduct courses more expensively and more often, and also quickly recruit groups for new courses. You want your students to rush to get into a new stream or buy a related product, and also tell their friends about your school. Loyalty will be useful for you: people are more active in buying from those they trust.


Companies that are focused on a one-time sale. Those for whom attracting new customers is cheaper than reselling to current ones. But we haven't come up with any of those.
What it takes to start building brand loyalty
To create a loyalty growth strategy and increase it, it is important to know the target audience and its interests. Therefore, the first thing to do is to study the customers who are already buying the products: their preferences and reviews will help to determine the main audience. They will also show what loyalty strategies to develop.

It is necessary to determine what problems the product solves for consumers, what customers value in it. Remember: consumers choose products that reflect themselves, their ideal self-image.

Analyzing your target audience is just the first step. It is followed by developing strategies that should increase brand awareness and loyalty. Below we will tell you about the most popular methods.

Improving customer experience
The impression customers get from interacting with your brand is what determines whether they will return again or not. However, it is important to remember that even one negative experience can damage a long-term relationship with a customer. Bloomreach confirms that 79% of customers are ready to change a service after one bad experience.

To maintain a high level of customer experience, it is important to uk email list ensure the quality of the product and service. Here are some things you can check and improve right now:

Ease of use of the service or product. From how clear your knowledge base is to the convenience of the handle on the cat litter box, it should be clear and convenient for the customer.
Speed ​​of response to questions. Remember the beautiful melodies of waiting in call centers that you have to listen to for an hour, and do not repeat their mistakes. Usually, users close the chat with the company after 5 minutes of waiting for an answer.
Employee competence. The customer's impression of the service is directly related to the quality of service. Involve qualified specialists who really want and can help in the dialogue - and you will be remembered.
"Aviasales for Business" set up support in Carrot quest and employ only 8 operators for 4,000 dialogues. Read the case to learn how to organize work in the chat so that clients receive an answer as quickly as possible.