To ensure your brand remains viable in the long-run, it must continuously foster loyalty among customers. However, with so many options available today, it can be tempting to stray away from your most successful offerings and introduce new products or features that may prove more captivating for consumers.
To ensure customer retention is a priority for all your initiatives, here are some of the most common blunders to avoid when building brand loyalty.
1. Forgetting to Handle Returns
Many businesses devote time and resources toward customer loyalty programs, but it’s essential not to forget the importance of handling returns.
This seemingly straightforward task can be a minefield if left unhandled.
If customers feel their experiences with your business have been unsatisfactory, they may be inclined to request refunds – even during promotional periods. This could lead to spoiling sales figures and jeopardize those positives!
2. Not Sharing Rewards and Perks Enough
If you’re not offering incentives, then why would anyone give a damn about your company? Rewards and perks are what make customers feel valued, so it’s essential that they are made aware of them whenever possible.
For example, if you have a loyalty program in place that allows customers to trade in unused bottles or bags at their convenience, then it wouldn’t hurt to provide them with an incentive like additional points or complimentary items in exchange – as this is likely to lead towards greater levels of success for many businesses.
3. Having a Poor or Ineffective Loyalty Program
If you’re unfamiliar, a loyalty program is an app designed to offer customers with rewards, discounts or even premium services in exchange for their patronage. Through these schemes, businesses can effectively grow brand loyalty among those who utilize them frequently.
Ensure that your loyalty plan is comprehensive and effective. Make sure that all benefits are readily available for use by any customer who has accumulated points or tokens for their patronage; including those who have yet not made a purchase with your brand! Furthermore don’t forget about returning customers – those consumers who may have been driving traffic towards your establishment but haven’t made any purchases within the year of their initial patronage!
4. Not Making It Easy to Share Content and What’s Important To You
Creating content for your business is critical, but ensuring that it’s easy for consumers to share that content with their social media networks and other online platforms can make all the difference.
Not only does this enable consumers to spread your content across their networks – it also makes sharing a breeze! Consumers will be far more likely to share what you share if it’s both effective and simple for them to do so.
5. Not Giving Your Loyalists Special Treatment
If you’re not already utilizing all that your loyalists have to offer, do not underestimate their potential as brand evangelists. They might profess their passion for your product or service, but if they feel like you’ve forgotten them in recent months – perhaps with a lack of communication or simply neglecting their needs – they could become disgruntled and seek other options.
Ensure that your loyalists’ wants are met with careful consideration. Ensure that you keep those who are faithful to you up-to-date on new products or services available from the company so that they can remain loyal to one brand rather than jumping ship – even when it comes down to offering special discounts or exclusive deals!
6. Believing That What You Have Will Last Forever
As entrepreneurs, we frequently overlook the fact that our first initiatives may not be the apex of their careers. Inevitably, we are confronted with a succession plan when an opportunity arises to fortify our brand and make it more consistent; however, it is prudent to recognize that no model exists for ensuring consistency across all circumstances.
In any event, if your efforts fail to yield desired results after you’ve launched an initiative into action – just don’t despair! Your persistence will ultimately prove fruitful.
The point at which you finally realize that your efforts have borne fruit may come as a surprise. However, what is certain is that this realization should instill confidence in your customers’ eyes so they can be convinced of your long-lasting legitimacy!
7. Failing to Track Customer Complaints That Could Be Causing Your Success
Tracking customer complaints is essential in order to identify any potential issues that could be impeding your enterprise’s progress. By locating and addressing any factors that are preventing your customers from expressing their satisfaction with your company, you can ensure its success!
Even the slightest discrepancy among loyalists can spell doom for business. If a customer feels slighted or dissatisfied with their experience – even if they’ve only experienced one instance – they may decide not to patronize you again if possible. After all, it doesn’t take much to make an impact on someone’s purchasing decisions!
Conclusion
Are you aware of any of the aforementioned pitfalls? Have you encountered any particularly egregious examples of brand loyalty gone awry? Chances are that if you’ve ever opened up an email or looked at a Facebook post, there lurks within it some indication of how that particular user’s patronage is being treated. Are they being prioritized? Or perhaps even punished for their dedication?
Let’s talk about it! Share your thoughts on what is most troubling when it comes to loyalty in our community. Or even share a tale from time immemorial regarding a local business who remains devoted to its patrons – this could be just what we’re looking for!
