One of the highest priorities of the companies is always the client, and that is why with the arrival of the digital age, loyalty has become their main challenge. Since people can obtain products and services through the Internet, contact between organizations and the customer is increasingly distant, so that loyalty can become a little more difficult, especially if the first contact with the brand you get a bad experience.
Why is it important to retain a customer in the digital age?
Let’s start from the basic concept of loyalty, an element that is born from a customer feels identified with our brand to the point that defends, recommends and even represents our brand without anything in return, something that in the digital age can make from your own social networks.
In other words, we are talking about an active consumer, who thanks organizations that are characterized mainly for being agents of change and innovation, since it is clear that brands, in order to ‘hook’ their customers, have to be renewed or die.
What should we do to retain our customers?
To retain a customer in the digital age, companies must offer mainly personalization and consistency in all stages of the sale. Therefore, below we share five factors that must be taken into account so as not to neglect these two elements:
1. Know your audience
One of the main objectives for customer loyalty is to know them to the fullest. It is vital to understand why they behave in a certain way, what their interests are, what their tastes are and what they dislike the most. When we can obtain this information, it will be much easier to create attractive communication structures that encourage them and create a link with our brand.
2. Predicting purchase behaviors
If your company uses tools such as Big Data, you can do an analysis to make a prediction of the purchasing behavior of your customers.
3. Personalized attention
If we put ourselves in the client’s shoes, one of the most attractive topics that they can offer us is personalized attention. If for example you use tools to know what they interests are, you could offer small gifts, but if they are related with their tastes that could encourage their loyalty.
4. Custom contents
This applies mainly to digital channels (website or social networks). If these spaces are used, it is important to offer them personalized contents, which respond to their main needs. If you constantly conduct satisfaction surveys or similar to find out what your customers’ concerns are, this will help you to have an overview and thus be able to offer interesting content on your digital channels.
5. Multi-channel loyalty programs
Now, if you want to implement a loyalty program through the use of discount cards or coupons, it is important that they are valid both online and offline. In this way, users can take advantage of the benefits offered by the company, without having any limitations.