Customer satisfaction is one of the most important prerequisites for ongoing corporate success.
Because only those who manage to satisfy their customers can also retain them, they will buy repeatedly, are open to additional products from the company, and are likely to recommend it to others.
Therefore, an essential entrepreneurial task is to develop and maintain this satisfaction.
Don’t forget regular customers.
The price of war has proven to be the biggest factor in customer acquisition, especially in industries with great competition.
Making better prices than the competition, granting generous discounts – all of this has its justification. But most regular customers don’t leave a provider because of the price.
That may be the final factor at the end of the deliberations. Much more important, however, is the perceived and actual appreciation for customers. Customer communication is the magic word.
Aside from meaningless advertising measures, customers should be contacted regularly by personal contact persons.
It doesn’t matter whether by phone, email, or other means. It is important not to annoy customers but to give them the feeling that their well-being is being taken care of and that their concerns will be taken care of if necessary.
Point out special loyalty offers that are not available to new customers. Actively ask customers for their opinion (e.g., via satisfaction surveys). Contact customers if a product has been rated badly and ask them what can be improved.
CRM system for more customer satisfaction
It is important to get to know your customers and their needs better. Many companies, therefore, use special software for customer relationship management or CRM for short.
This is used to record, manage, and evaluate customer data, enabling a more individual approach. The master data is saved and what the customer has bought so far, how contact has already been made, and the result that led to. So it is, e.g. possible to submit cross-selling offers, i.e., to offer products that match those previously purchased.
The stored data also form the basis for statistical evaluations that can be used for more targeted advertising campaigns.
Because you can analyze which products certain customer groups are mainly interested in. Marketing campaigns that have already been carried out can also be evaluated using the existing database.
CRM systems, therefore, make it possible to advertise more efficiently and, as a result, less. When customers make contact themselves, e.g., to ask questions or complain, the addressed employee can immediately access all-important customer data and quickly solve the problem.
A CRM system, therefore, contributes to customer satisfaction in several ways and thus strengthens customer loyalty.
Customer loyalty through appreciation
There is no substitute for the feeling of individual appreciation that goes beyond mere advertising. The “personal service” that is often sought in advertising must also be translated into action in order to retain customers in the long term.
This applies to both end consumers and business customers. In the B2B area, personal relationships are often even more important, but they are also easier to maintain.
So, you can, with a nifty social media strategy, for example, advertise the pages of business partners on your own website.
Such partnerships are often viewed as a quality feature by third-party customers because if industry giants A and B are satisfied with this company, nothing speaks against the fact that industry representatives C and D are in good hands here.
At the same time, the business partners linked in this way benefit from this free advertising and will note this accordingly benevolently.
Long-term customer loyalty is achieved above all by the fact that the services resulting from a contract are met on time and as promised.
Goodwill is another factor to consider when building customer loyalty. For example, insurance companies that treat their customers with goodwill in the event of damage score significantly better in customer satisfaction than those who refuse to perform – even if that may be legally okay.
However, customers ask themselves why they should stay with a contractual partner if their loyalty does not give them any advantages. On the contrary:
The feeling that new customers always get better tariffs and offers annoys many subscribers, insurance customers, customers of energy providers, and many other consumers. So the price is not always the decisive criterion.
Retention Marketing – targeted customer loyalty measures
A company’s efforts that go beyond pure customer care and focus on customer loyalty are attributed to retention marketing.
In addition to the above-mentioned personalized approach and advertising, this also includes individual discount and bonus campaigns, small gifts, birthday greetings, excellent complaint management, and everything that gives the customer the feeling that they are important to the company.
The basic requirement for customer loyalty is their satisfaction. It is, therefore, also the task of retention marketing to permanently monitor customer satisfaction.
This enables quick and appropriate reactions to unfavorable developments. Because even if a customer has had a bad experience with the company, it does not have to lead to an irrevocable loss of trust.
On the contrary, if customers feel that their complaints are taken seriously and treated courteously, this can even increase their satisfaction. One problem, however, is that not every dissatisfied customer complains.
That is why companies have to specifically inquire and ask for reviews on various occasions, for example, immediately after a purchase, the processing of a complaint, or generally after customer contacts.