How to win and keep your customers loyal to brand

 

The 330ml Tusker bottles that EABL is introducing into the market. PHOTO | SALATON NJAU |  NATION MEDIA GROUP

By SRIRAM BHARATAM

In Summary

• While the first few years of a business is always about customer acquisition, the success and sustenance of the business lies in it being able to retain their customers and build loyalty to the brand.

“Products are made in the factory, but brands are created in the mind. A brand is nothing but an expression of the consumer’s loyalty and trust.”

While the first few years of a business is always about customer acquisition, the success and sustenance of the business lies in it being able to retain their customers and build loyalty to the brand.

Have you ever noticed the pride in the users of apple products? Ninety-nine per cent of them are the perfect example of brand loyalty. Why do people opt for apple products, why do they have such a love for them?

The top five reasons are:

1. Apple has built trust and loyalty in the minds of its customers. Apple users are extremely loyal. They may experiment with others but 90 per cent of the cases eventually return to Apple.

2. Apple products are built for the builders. All Apple products are made by a set of committed employees who build products the way they would use it, the way their customers would want to use it.

3. Every new product that Apple creates is a competition to its own previous product. Every new product does something better than the earlier one. They are constantly out there to build better products for their customers.

4. It is all about aspiration and experience. Most customers get hooked to the experience. It is almost like someone is sitting inside and trying to read what you would do next.

5. Its intuitive and simple. Apple products don’t have fancy thrills and frills. The focus is just on its simplicity. When a customer goes out to buy, he or she knows what exactly to buy, there is no confusion, no complication.

So what makes Apple customers so loyal to the brand? Are there learnings for small businesses from Apple that they can apply in their business, if so what are they? Is customer loyalty easy to build? What is important, customer satisfaction or customer loyalty?

Jeffory Gitomer, an American author, professional speaker, and business trainer, who writes and lectures internationally on sales, customer loyalty, and personal development said: “Customer satisfaction is worthless, customer loyalty is priceless.”

While that may be going too far, customer loyalty is definitely what brands and companies should strive for. As with many things, the most important way to build customer loyalty is to know what exactly your customers are looking for. Once customers are passionate about a particular brand, they need different things.

A sense of acknowledgement and sense of reward makes them stay on with your brand. But the beginning is always with the basics:

Quality: Customers are always looking for quality. The product or service you offer should be what your customers are looking for. Find out what exactly they want and what is of paramount importance.

It is even prudent to take feedback from customers directly whether or not your product or service is offering them the quality they are looking for. You may be surprised by the kind of feedback you get. Some assumptions you had about your customers may just be wrong. Focus on the feedback and work on the quality of your product or service.

Customer service: The impact of your brand does not start when your customers use your product or service. It starts well before and much later than when you expect. Set realistic expectations and go on to exceed them.

The level of service perceived by the customer is key to generating loyalty. When your customers are happy with your service they share their experience as much as they share their bad experiences.

So make a genuine effort to resolve your customer’s concerns. When customers see that you are willing to address their needs and concerns, they make an attempt to understand you and your brand.

Price: Pricing your product and service right is one of the key factors that would influence your customers loyalty. No body wants to pay more than the value they get. Apple products for sure are a notch above in price than its closest competitors.

But you would rarely hear an Apple loyalist ever complain about it. In fact you would often find them substantiating why it is priced so. But every business is not Apple, so keep in mind your customers, the value and experience you offer and make sure you price your product right.

Commitment to social responsibility:

Often an underrated factor, the commitment a brand shows towards social responsibility influences how customers build loyalty towards a brand. The customers often see it as a reflection of their persona or as their indirect contribution to the society at large.

It is important for your brand to be associated with the right social causes which will create a lasting impression on the minds your customers.

Mr Sriram is the founder and chief mentor of Kuza Biashara Limited, a capacity building organisation coaching youth and SME owners across Africa. He can be reached @Sbharatam or  sri@kuzabiashara.co.ke.