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3 CRM Tricks to Build Loyalty

02/02/2011 by

Statistics show it takes 60% more effort, money, time, et al to create a new customer. It’s like making a new friend. You have to figure out what you like to do together and whether or not they’ll be dependable. You have to put in some serious effort to let them know that you care. Meanwhile, your friendships that you’ve had a while continue to be of great value by  simply proving loyal on a regular basis.  Building a business is the same way. Here are some ways that you can utilize a friendship strategy with your customers.

Invite them over for special events

What better way to enjoy the company of your friends and inspire loyalty than to host them? When I say host, I mean provide something at your place that allows them to socialize and enjoy the fact that you’re all connected. Business people would say provide some added value. You never know what kind of value one can derive from a small investment, so invest in the people that support you! In only makes logical sense.

To do this, you’ll have to put processes in place that allow you to track who is regularly visiting and purchasing. Try opt-in email and mobile strategies like rewards programs. Give customers the option to sign up in-store or online. I like Place Pop as a mobile and web loyalty/rewards application program. It provide great flexibility and convenience for the business and the customer.

Offer suggestions that will be useful

Ever see something and immediately think of a friend that something would “be perfect for”? I love cigars, and recently had a friend send me a text message about Romeo y Julieta’s on sale at the JR Cigar near my job. I was so thankful, that I’m sure to hook him up with a “stick” when I see him next.

Since you’re capturing purchases, utilize that information to make suggestions or let all purchasers of a certain product know when it goes on sale. The loyalty that can be created by this simple act can be more valuable than waterproof boots in a snowstorm.

Ask Customer Opinion

People have always utilized their friends for advice – from love and relationships to companies and products. Why not leverage this bonding experience based upon the art of pontification, to make a friend out of your customers? Plus, who doesn’t  love to be on the inside? So, pull your customers in to the proverbial fold, or circle of trust if you will, by seeking advice about how to make their experience better. You might shock them into becoming extraordinarily loyal, and that’s all we want.

Adversarial relationships rarely work, so create some loyalty by forming friendly relationships with your best customers by using the help of a customer relationship management tool. Your customers will thank you, and so will your margins.



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Filed Under: Customer Relationship Management, Email, Free Marketing Help, Hand-Raiser Blog, Integrated Marketing Communications Tagged With: , , , , ,

Be Grateful for your Customers

05/11/2010 by

Do you have a loyalty program? If not, you might be one of those people that believes the E-Trade baby is really talking. Okay, that’s not fair.That E-Trade baby is convincing. Regardless, as a business  you should be grateful for your customers. The best way to show that is through loyalty. Loyalty is great because it translates – like many things – in business as it does in life. When there is a confluence of relevancy in this way, emotive feelings of that thing (in this case loyalty) are projected on to your brand/business.

Loyalty programs can show up in a plethora of forms. You can send out a monthly email/newsletter to all of your customers that has discounts embedded in the communication. Loyalty cash, for repeat purchase, is great for irregular or large purchases like cars. You might even offer sample products you’re weighing whether or not to stock, if you’re a retail establishment. Regular purchases like coffee or gas lend themselves well to freebies based off of a certain number of purchases.

Most important, loyalty programs regularly remind your customer base why they spend their money with you and not the other business. Let’s face it, there are very few product/service niches that are so unique that there isn’t anywhere else for a customer to get a similar product or service. So, it is imperative that you treat your customers as a valued friend or acquaintance. Caveat: If you happen to be one of those people that itemizes the dinner bill and fights about splitting it evenly because ‘you only drank water’ then don’t treat your customers like friends because that is just kind of rude and classless. But, if you realize that the value of your friendship is greater than one dinner then you’re in the clear. Yes, I said it.

Remember, it is 60% less expensive to obtain repeat purchase than it is to gain new customers, so take care of the people already patronizing you. Any decent CRM will allow you to keep tabs on who is purchasing what and when so there shouldn’t be any problem with knowing which customers to incentivize and which ones to leave out. The point is to reward people that have rewarded you with their dollars and loyalty by showing some loyalty back to them. Reciprocation isn’t only suggested but expected in life.

Finally, you can link it to your integrated marketing communications strategy. If you’re focusing on individuality, then you might offer free or discount ringtones. Ringtones might not directly associate to your product but if it fits with your IMC big idea then go for it!  Offers such as this can translate to positive reinforcement of the intangibles or brand personality you want to convey.

Do you have any loyalty program successes? Tell me about them, or anything else you might want to talk about.

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Filed Under: Business Growth, Customer Relationship Management, Hand-Raiser Blog, Integrated Marketing Communications Tagged With: , , , , ,