Loyalty is important in all aspects of life. Loyalty affects friend, love, and business relationships. Think about those that you are loyal to and why.
What drives your loyalty?
In this post I will touch on what can happen when you lose loyal customers, if it’s loyalty or longevity, and a few steps you can try to generate loyalty with your current base of customers/clients.
Loyalty can bite you where it hurts most.
Without loyal customers it is difficult to grow business. On top of that, it can be costly to service the customers you have. You will lose your best sources for new customers through referrals and positive comments.
How often do you shout about a great product or service? What do you do when you receive awful service?
I just watched a Webinar of someone I admired who is very popular on the internet. I was so devastated about the quality of her webinar, I just had to vent on Twitter. I did not bash her by sharing her name, but I will share her name with those that I trust!
We must take every opportunity to shine and strut our stuff. You never know who is watching you and what they will say.
Please don’t take your current base for granted, continue to build loyalty if you want to attract new customers/clients. Your current base is key.
Longevity vs. Loyalty
It is very easy to confuse loyalty with longevity. There is something to be said when we stick to a certain job/business/product for a long period of time, it does not always mean we are loyal.
Maybe the price is right. Or we are just so comfortable with the relationship, it’s too much of a hassle to change anything. We become complacent.
Loyalty isn’t forever. Sometimes, the world changes significantly and even though the loyal partner/customer likes that label, it gets so difficult to stick that he switches. – Seth Godin
Bottom line, you will need to go deeper with your customers/clients/relationships to determine if they are really loyal or just sticking around because of convenience.
What is Loyalty?
Loyalty (in my eyes) is the willingness to invest time, energy or money into something that will strengthen the relationship. It’s believing in something, having it’s back because you know it works well for you, and you want to continue to provide support.
You tell everyone how great your experience is right?…That good ole’ word of mouth!
The dictionary definition is:
1. the state or quality of being loyal; faithfulness to commitments or obligations.
2. faithful adherence to a sovereign, government, leader,cause, etc.
3. an example or instance of faithfulness, adherence, or the like: a man with fierce loyalties.
Loyalty provides a return for your investment.
- We enjoy the brand we are loyal too, we gain something from using it and keep purchasing it.
- We love the relationships we have and keep nurturing them because they love us back.
- Loyalty is give and take; but it does not always last…
“3” Suggestions for Creating Loyalty
Quality – You must provide quality/value. Customers and clients will come back if they have enjoyed what you provide. Maintaining quality and great service is key. As you continue to grow and develop, continue to test and improve. We can lose our thrill about your products just as easily as we fell in love with them.
Keep Your Promises – Do what you said you were going to do. Deliver your products/service/project…on time if not early. Failure to do so will not only stop customers and clients from coming back…they just might tell someone else!
Create Loyalty Programs – Periodically give your loyal customers/clients a bonus. Offer a free hour on an invoice, send a thank you card, send a referral to them! There are all kinds of small things you can do that will yield large rewards.
I am sure there are more ideas out there that we can all do to increase loyalty from our customers/clients.
What ideas do you have or have done that worked for you? Share with us in the comments below.