How to boost brand loyalty with a fluid digital customer experience journey
Here’s how small and medium businesses can learn from big brands on how to use omnichannel customer journeys to encourage loyalty.
Nail customer experience and you’ve customer loyalty is in the bag! How? This article will explain how you can deliver stellar customer experience seamlessly throughout physical and online stores, which will ultimately drive brand loyalty. The digital journey is now just as important for even smaller brands.
An effective approach is multi-faceted and starts with responding to customers’ express desires for instant gratification with mechanisms to drive brand loyalty that delivers quickly and efficiently. Organisations of all sizes can now achieve this level of the seamless customer journey
Creating a fluid digital experience for customers, with personalised loyalty rewards embedded, will drive measurable results and brand advocacy.
Personalisation is king
Applying artificial intelligence and data analytics to customer data is no longer the preserve of large retailers – organisations of all sizes and in all sectors, are tapping into data to personalise their offer to individual customers to remain competitive and drive brand loyalty.
To align and drive brand loyalty through customer rewards with the digital sales strategy successfully, customer access to rewards must be as smooth as possible and it is essential to remove all potential barriers.
The web interface a customer sees, whether they are buying from the organisation or accessing information about loyalty rewards, should be simple and consistent.
Segment your customer base closely
it is no longer enough to just segment your customers by age demographics. Gone are the days of millennials, baby boomers and Generation Y – now people of all ages are very tech-savvy and expect personalised offers. Then provide your customer base with a choice so that they can select a reward that appeals to them, motivating them to remain loyal for longer.
Rewards can form a central part of an organisation’s digital interactions with its clients or customers, keeping the lines of communication open and keeping the right customers coming back for more.
Understand your target audiences behaviour
Find out what they want to see in a loyalty scheme and what would motivate them to stay loyal to your brand.
Most customers are saying they want immediate rewards, such as point-of-sale vouchers or email discount codes, but it is a good idea to provide these as part of an incremental reward scheme that provides instant rewards while building long term digital relationships through points collection.
For example, it is a good idea to link rewards to future purchases or further interactions with the organisation to drive brand loyalty.
Organisations need to be fleet of foot, flexible enough to adapt customer propositions on-the-fly to improve average order values, cross-sell or improve the lifetime value of customer groups.
Use “pulsing” techniques to measure customer engagement
Organisations commonly take the pulse of their workforce, asking a few quick questions about how employees are feeling about things.
It is a good idea to use pulsing techniques to check-in with customers and clients too. Having set up an initial survey to find out what customers like about your brand, be sure to go back to the same customers and be prepared to adapt based on the feedback you receive.
How Prosper² can help
Prosper² knows just how important the digital customer experience journey is for clients. Which is why members are offered a website SEO audit and a social media accounts review. Make your website engaging, search engine friendly and boost traffic with our services.
The full version of this article was originally published on Real Business. Read the original article here.