Customer loyalty is one of the fundamental reasons a business thrives and proliferates. Most businesses tend to ignore this aspect as they focus on gaining customers. To keep those customers coming back to you, customer support and satisfaction are essential.
Customer support includes pre-purchase and post-purchase services provided by the brand to the consumer. Whenever we visit a store to buy a product we have little knowledge about, we seek customer support, our overall purchasing experience is highly dependent upon how we were guided throughout the process.
More importantly, consumers judge a company for how it treats them after they have made a purchase. Consumers award points for a company’s helpfulness and courteous behavior in case of post-purchase defects or problems.
How you treat your customers will dictate how successful you are going to be – satisfactory customer support keeps customers coming back to your brand. Because of digitization, the business has moved to e-commerce platforms, and online shopping has become the norm.
Therefore, in this digital environment, businesses must ask themselves how they can provide customer support to gain customer loyalty digitally.
What Creates Customer Loyalty?
Customer loyalty is gained through conscious efforts and thorough research about your customers. Customers will tend to return to you if there is positive emotion involved in their buying experience. When a potential consumer comes to you, it is your responsibility to provide them an excellent user experience, so they return satisfied.
Customer satisfaction is eventually converted into customer loyalty. To quote an event here, I once went to get my hair cut at a salon and wasn’t really happy with the final outlook. After a day or two, a customer representative contacted me to know about my experience, and I told them I wasn’t really satisfied. To my surprise, they offered me a free coupon for my next visit and asked me to come back again so that they can fix the issues that I faced. Now, this created a very positive impact, and my impression of the salon improved immediately.
In order to retain customers and gain their loyalty digitally, most marketers are working towards automation strategies that can help them grow and keep their customers satisfied.
Digital Marketing has created several ways through which you can stay connected with your customers. To create a seamless experience for your customers, it is essential to pay attention to their shopping experience. The following are some of the top automation strategies that can earn your customer’s loyalty.
1. Marketing Automation
Marketing automation is mandatory in order to create a worthwhile experience for your customers. Automating marketing activities gather customer data automatically to deliver a more personalized user experience.
Knowing where your audience is coming from, information including gender, age, geographical location, etc. can help you identify your niche, and hence the successive activities can be planned accordingly. Techniques including email marketing, social media posting, ads, etc. can be planned once your data has been analyzed.
Effective marketing automation can lead to better results and happier customers, this eventually can turn prospects into customers. Segmenting your customers and providing them the data and content they are looking for can help you increase leads.
Moreover, you can also track the process based on automated marketing and improve workflows.
Marketing automation can be used for several purposes:
- Email marketing
- Special codes and promos
- Callback reminders
- Welcome promos
- Shop again promos
In order to cut short waiting times, it is essential to use online chatbots. These chatbots can help the customer find exactly what they are looking for and guide them through your services or products. These bots can increase efficiency and provide the required answers to the customers.
You can use both human representatives and bots for these purposes. Interaction is vital for customers to solve their queries and answer their questions; hence integrating tools for interaction can increase your business’s reputation.
You can achieve several goals via interactive bots, including:
- Satisfy customers by answering frequently asked questions
- Streamlining the process of purchasing
- Send real-time information based on customer’s interests
- Solve queries in lesser time, so customers do not have to wait
- Send out information such as tracking and monitoring of orders
- A customized experience for each visitor so they don’t feel they’re talking to a robot
3. Automate Caller Experience
Calls are one-way customers can seek support and information about your business. Call centers can automate the repetitive process of calls and can focus more on personalized experiences. It is essential to have representatives that can thoroughly listen and solve the customer query and satisfy them through their support.
Nothing creates a bad impression of business as poor customer care. When people seek information, your representative should guide them thoroughly and solve their queries.
Moreover, call centers can automate repetitive calls such as data gathering; confirmatory calls so that they can focus on customized calls about promotions for a targeted audience.
Following are some of the advantages of creating automated caller experience:
- Monitor and analyses customer information
- Consistency is customer support
- Lower the waiting time, increasing potential clients
- Forecast potential clients
- Advisory and consultation
4. Automation Technologies for data analysis
It is crucial for companies to use their data analysis to gain useful insights. There are several ways this data can be analyzed, processed, and monitored to get meaningful results that can be used by organizations to improve their strategies.
Useful information about the customer can yield behavior predictions and trend analyses. This data can be converted into valuable actions to determine the progress and success of future strategies.
- Collect accurate and precise data about customers to provide relevant offers
- Forecast market trends using customer data
- Provide customized support based on data analysis
- Introduce offers and promos based on customer interest
- Use the interests of customers for your promotions
- Gather and formulate reports from various perspective to deduce trends
- Analyze why customers never return and reasons to why there is a downfall whenever there is one.
Guest-blogger at Syncee. Arslan Hassan is an electrical engineer with a passion for writing, designing and anything tech-related. His educational background in the technical field has given him the edge to write on many topics. He occasionally writes blog articles for Dynamologic Solutions, a software house in Pakistan.