Achieving strong position on the market is a comprehensive and long-lasting process. It is very important how company is managing to attract new customers, but also how committed to the brand are “old” clients. Often, to learn how to increase customer loyalty to the brand companies use very expensive and complicated solutions. Meanwhile, the simple methods and clear strategy can do a lot.
Customer loyalty is somewhat misleading term with indicates an emotional relationship. However, in the context of building long-term relations, which are today the basis of both effective marketing and sales, this name becomes completely adequate. Consumer of the twenty-first century is attached to a particular brand. This is not only due to the formalization, which includes on its basis agreements, but also depends on customer personal preference. The company has the potential to increase consumer loyalty through actions on specific fields. First of all company have to provide the customer not only with the service, but also have to offer added value. Do not confuse added value with a bonus, which may have material or personal dimension.
Brand trust vs brand loyalty
Reliable performance of duties, competitiveness and individual approach to customer help strengthen the brand trust – that’s what it is a key element in the process of building loyalty. To have a positive impact on building the trust company should realize what represents for the consumer and how it is perceived. Company will achieve best results when will show to the potential customer that the high level of organization, qualifications of employees, as well as the integrity of the declared actions are simple day by day for organization. In this way the consumer can trust company and will be willing to receive their services. You should never allow a situation in which the client will doubt the consistency of what the company is supposed to represent and is actually representing.
As far as the trust refers more to the value itself (despite the obvious, material dimension), the added value is far more tangible. There are three types of this value, which can be defined as “something extra” for the customer, outside service or product, which is connected with the transaction:
• Basic – everything what is related to the mentioned product or service – quality and if it meets basic needs;
• Added – all features which were not included in the contract, but which strongly affect the level of customer satisfaction (because for example they are increasing the functionality of the product, provide a better aesthetic experience, make easier the use of services…);
• Personal – here it is necessary to adapt to the individual needs of a specific customer – it is worth considering what will be for him a valuable proposition (and will not at the same time generate too high costs for company);
Communication – the way to build the trust and establish relations
Besides offering some specific factors, it is also important to allow the customer to contact the different departments of the company. We do not mean to make easier the process of making a complaints, but above all, provide him with efficient and reliable post-sales service. Moreover, company have to maintain contact with customer – preferably by e-mail (telephone conversation with the so-called. “consultants” are often extremely annoying). In this way, a customer will know that he is important for the company and that his needs can be met at any time. For a company the advantage in this case are two things – firstly it is a chance to build a positive, professional image and secondly it is gain ability to information client about the latest offer in a comprehensive manner. What’s more company should always keep in mind to give the client the opportunity to express his opinion. An information is always priceless source of information.
