Customer Happiness Blog

7 Customer Loyalty Strategies for Delivering Exceptional Service

Ryan Robinson
8 min read

What drives customer loyalty? Is it the products brands offer? Or is it the exceptional service they deliver?

Maybe it’s a bit of both. But one certain thing is brand loyalty is a powerful thing.

However, only 2 in 5 brand executives believe their customer loyalty strategies are successful. 

If this sounds like you, we’re here to help you change that.

7 Customer Loyalty Strategies to Drive Long-Term Relationships

Below, we’ve listed some helpful tips to drive repeat purchases and keep your customers coming back for more.

1. Create a Customer Loyalty Program

One way to retain customers is to reward them for being loyal to your brand. To do this, start a customer loyalty program.

When you do, make sure it aligns with your business offerings. For example, if you’re a SaaS company, you wouldn’t be able to offer a freebie product with each purchase. Retailers often hand out freebies in the form of free samples. 

For example, let’s say a customer ordered body sprays from Bath & Body Works. The brand might throw in some free body sprays for the customer to sample.

But as a company selling a service, you don’t offer any physical product. So, freebies as part of your customer loyalty program wouldn’t align with your business model.

Instead, you might consider a points-based loyalty program, which rewards your customers based on referrals, repeat purchases, or subscriptions.

2. Build Emotional Connections

Many studies have found that customer loyalty comes from positive emotional experiences. So, always aim to foster strong emotional connections with your customers.

Here are a few ways to do that:

Tell a Story

Share the story behind your brand, its mission, and its values. Use storytelling to highlight how your products or services have positively impacted customers’ lives. Warby Parker is a great example of a brand that uses storytelling to build emotional connections with its customers. 

Through its “Buy a Pair, Give a Pair” program, the brand would give away a pair of eyeglasses each time a customer bought a pair of their own. This all stems from a powerful story about the brand’s founders being frustrated over the high cost of eyeglasses.

Interact with Customers

Create positive emotional experiences by interacting with current and potential customers.

Here are some tips:

Build a Strong Social Media Presence

When you post regularly on social media, you build connections with your customers without even noticing it.

Just think about it. Engaging in conversations and posting authentic content, such as behind-the-scenes videos or compelling stories, humanizes your brand.

This makes customers see that your business is more than just a company looking to attract as many customers as possible.

Customers start to see it as a brand with real people behind it who care about their experience. 

Just look at this post by Target. It’s light. It’s human. It’s fun.

By incorporating humor and fun, Target shows a more personable and approachable side. Plus, it showcases fall/Halloween decor whimsically and taps into the excitement and joy that people associate with that time of year.

Be Authentic

Customers like brands that are real and true to themselves. It sounds like we’re talking about a person. But that’s what makes companies relatable when they’re able to make connections with real people.

For example, Wendy’s has maintained a consistent and genuine brand voice across all channels, which helped build its strong identity. 

That’s why the brand has been able to build such a strong social media following. Its witty and sometimes edgy voice creates a sense of authenticity that customers appreciate.

People have come to love the brand’s unique personality and humor so much that they go out of their way to get a tongue-in-cheek reply like the ones below.

How many brands do you know that respond to tags on social media? I’ll wait.

3. Provide Responsive & Proactive Support

Customers want to buy from companies that give them access to fast, responsive support.

If they have an issue or question, they want fast answers and solutions. By meeting or even exceeding this expectation, you can enhance customer satisfaction. 

So, aim to respond to customer inquiries and issues promptly through quick response methods like chatbots, phone support, and ticket systems. 

Let’s look at an example of a company that takes pride in its responsive and proactive support to its customers. 

Aventon, a company known for its quality electric bikes, prioritizes customers by offering a two-year warranty and free shipping upfront, ensuring peace of mind with every purchase. Plus, Aventon uses a virtual agent chatbot to resolve general queries on the go.

For more complex issues, customers can quickly reach a real person via phone or create a support ticket to get personalized assistance. This addresses customer concerns swiftly, which builds trust and long-term loyalty.

Building customer loyalty through exceptional service requires more than just meeting expectations — it involves creating memorable experiences.
For example, Tailor Brands excels in this area by providing comprehensive support to customers forming an LLC. Their team ensures that every step is clear, listening attentively and answering all questions thoroughly.

This personalized approach not only simplifies the LLC formation process but also demonstrates a genuine commitment to customer satisfaction. 

Such dedication to detail fosters trust and long-term loyalty. Tailor Brands’ method shows how understanding and addressing individual customer needs can significantly impact building lasting relationships

4. Tailor Your Offerings to Meet Unique Customer Needs

Give customers access to products and services that resonate most with them. 

Offering personalized experiences makes customers feel special and that you have tailored your offerings just for them.

Let’s look at some examples of brands that offer personalized customer experiences.

But what if you’re in a completely different industry where you feel you can’t be as flexible in offering personalized recommendations? Actually, you can.

For food and beverage companies, creating special recipes for their customers with their ingredients can be a tasty strategy to build customer loyalty, especially if you target those who want to stop consuming certain ingredients. 
For example, Magic Hour has used its butterfly blue tea to create its Blue Coconut Iced Tea recipe, which, inspired by Piña Colada, uses coconut milk to replace rum.

By creating this recipe, Magic Hour shows that it cares about its customers who prefer not to consume alcoholic beverages while giving them an idea of how to get the most out of its products.

5. Exceed Expectations

Any company can sell a product or service. And any company can satisfy a customer’s needs and preferences.

But not every company can go above and beyond expectations to blow customers away. When you give customers the experience they want and expect, maybe you’ve landed a long-term customer. 

However, exceeding their expectations by providing exceptional service is sure to foster lasting impressions and relationships.

Imagine booking a tour. You expect your guide to be friendly and polite. However, a guide like Band of Brothers’ Ben truly shines. 

A Google review highlights Ben’s exceptional service. He’s not just fluent in English. He also facilitated hotel bookings, offered meal recommendations, kept the group informed and entertained during travel, and even coordinated local guides at each stop.

This comprehensive approach creates a memorable experience and fosters customer loyalty.

6. Provide Value Beyond the Product

As a brand, customers expect you to deliver a product, which results in you making a sale. But that doesn’t always have to be the goal.

Educate

You could also educate, entertain, and provide value. One way to do this is to offer educational content, such as blogs, videos, webinars, or free resources.

For example, a local auto dealer could create blog articles that offer advice on how to maintain a car. It could also provide vehicle buying guides, virtual test driving experiences, or dealership behind-the-scenes content.

Create a Sense of Community

You can also provide value beyond the product with community building and engagement. To foster a sense of community, create forms, online groups, or social media communities. Customers can connect, share insights, and seek advice through these mediums. 

Interactions and information sharing create memorable experiences that customers can share. This makes them feel like they belong – like they’re part of something. If products change lives, shared experiences transform lives.

Provide Value-Added Services

Now, back to the product. So, you offer a product. But what if you could add even more value to that product? 

You can by offering complimentary services or add-ons that complement the main product and enhance its functionality and convenience.

Going back to the car dealership example, you can provide extended warranties or free maintenance services in addition to selling customers a car.

7. Gather & Act on Customer Feedback

At the heart of customer loyalty is positive customer experiences. Customers are likely to come back to your brand if they’ve had a positive experience in the past.

However, it would be difficult to drive repeat purchases if your customers are unsatisfied. How can you make sure you have satisfied customers?

Gather their feedback. There are quite a few ways to solicit feedback:

Use this feedback to improve your offerings. This might include refining product features, enhancing customer service, or optimizing website navigation. 

Whatever the case, prioritize changes based on specific customer feedback, needs, and preferences. 

An example? Starbucks took its customers’ feedback and built it into its product offerings.

It named the campaign MyStarbucksIdea. Take a look at some of the successes it was able to achieve.

Final Thoughts

Build customer loyalty strategies with memorable experiences that make your brand stand out from the pack.

Understand your customers’ needs and meet those needs with service delivery that delights and surprises them.

By following the strategies we’ve shared in this blog, you’re already one step ahead of the rest.

But don’t stop there. Survey your customers, monitor how well you’re meeting their needs, and sharpen your strategy to perfection. Are you ready to provide excellent customer service to build a loyal customer base that will last a lifetime? You won’t regret it. And neither will your bottom line. Customer retention is worth its weight in gold.

Here’s to your success in building relationships with customers and turning them into loyal customers for life!

P.S. Need help along the way? Don’t miss out on opportunities to grow and improve by collecting immediate feedback. Use simple one-click feedback surveys from Nicereply to increase the volume of insights you receive.

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