Putting customers first: The key to building loyalty

In a world where customer loyalty reigns supreme, this article delves into the comprehensive strategies to foster enduring client connections

CREDIT: This is an edited version of an article that originally appeared on SME Today

For dealers, customer service and speaking to clients can consume much of day-to-day life. Your daily interactions become second nature, and you handle them on autopilot. It’s all part of the routine – you know the questions and the answers like the back of your hand.

But what happens when a good friend reaches out with an extraordinary request? Suddenly, the routine takes a back seat. When your friends transition to clients, something shifts in you. You’re no longer just fulfilling a task; it’s about a personal commitment – a promise you intend to keep, even if it means going the extra mile.

This passion and dedication should extend to all your clients. It’s the secret to forging lasting customer loyalty.

Asking for customer feedback may garner overall positive ratings, but that’s not the sole key to securing loyalty. Forrester, a customer experience consultancy, conducted a study, and the results spoke volumes. Positive emotions are the driving force behind brand loyalty. The ability to break away from your routine and engage with your customers on an emotional level plays a pivotal role in cultivating loyalty.

Loyalty: A two-way street

For years, companies have been grappling with a crucial question: “How can we make our customers more loyal to our brand?” But maybe it’s time to shift the focus. Instead of pondering how to make customers loyal, we should be considering how to demonstrate our loyalty to the customer.

Traditional marketing theories often assume that loyalty begins with the customer or client. The idea is that if the client pledges loyalty, the company reciprocates. However, this approach may not be suitable for today’s discerning and demanding clients who have plenty of alternatives.

Think of airline loyalty programmes as a prime example. While they offer perks like expedited check-in and complimentary upgrades, do they genuinely foster loyalty to a particular airline? In many instances, customers, even frequent flyers, may prioritise efficiency and route options over unwavering brand allegiance.

Consider the story of a frequent flyer at Berlin airport who requested an earlier flight. A mere mention of their platinum status with an airline triggered preferential treatment. While this might seem like a loyalty benefit, it left other passengers feeling overlooked.

The lesson here is clear: customer loyalty should originate from the company, not the customer. Loyalty programmes built on selective treatment may yield short-term gains, but they don’t contribute lasting value to your business.

To cultivate and sustain customer loyalty, it’s crucial to break free from your routine, empathise with your clients, and put their needs at the forefront. Demonstrating loyalty to your clients, rather than expecting it from them, is the key to nurturing enduring, meaningful connections that enhance your business.