As we all known, loyal customer bring much more value than
normal customer. So every brand needs to pay more attention on retain loyal
customers than new customers. Well, what are the characters of loyal customers?
They should own the brand’s membership card, make purchase continually, share
brand’s good image with friends and follow the brand’s new information. I
believe that everyone must be loyal to at least one brand. Of course, I am also
some brands’ loyal customer like Starbucks. If I fall in love with a brand or
build a relationship with a brand, I will be their loyal customer for a long
long time. In other words, I am a “senior” loyal customer. As a loyal customer,
I want to share the tips about the ways that I would like to build relationship
with a brand.
Tip1: Give me benefits.
There are many kinds of benefits like discount, coupon,
credit and emotional benefits. Discount is the most common benefit. We can get
information that customers’ top reason for connecting brands is to get discount
from the HBS article. So giving customers some benefits may be the first step
to build relationship with them.
Tip2: Push me appropriate information that I really want to
know.
Every morning, when I wake up, I will see more than 50
unread emails from brands. And my usually approach is to select all and mark them
as read that means I will never read them. I hate to receive email from brands
everyday. Moreover, I may move the brand to my black list because of its too
much information. On the contrast, I will expect a brand’s email or other
information if they just send me once a week or once a month. So the second
step to keep the relationship is to control your speed of pushing information.
Tip3: Make me different from others.
As more and more brands provide personalized products,
personalized service should be more important for most potential loyal
customers. I will keep my loyalty to the brand if it give me some special
service like a membership event or just an email with my name. For example, I
will make purchase if a brand gives me a 10% off that is only for me instead of
a 20% off that is for everyone.
From my tips, we can see that the best way to build and keep
relationship with customers is give them what they want. And what a normal
loyal customer want is always simple—benefit and personalized service. So what
we should do is to focus on benefits and personalized service and simplify them
to customers. Then you will get more and more loyal customers.
At the end, I want to share a book named <Positioning>
with you. The book tells me that in our overcommunicated society, the only hope
to get success is to be selective, to concentrate on narrow targets, to practice
segmentation.
So we need to keep “small” and keep “simple”.
And then customers
will accept us.
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