Putting your best foot forward- How businesses build customer loyalty!

Two companies provide the same service or product. They both provide this service or product at relatively the same cost. How will the consumer decide which company to use?  It all boils down to brand loyalty.

Brand loyalty is the tendency of consumers to continuously purchase one brand’s products over another. Consumer behavior patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship.  This relationship gives businesses a competitive edge.  It not only strengthens the customer base that you have, it also attracts new customers and provides cost-free advertising.

In these difficult times, it is important to ensure that customers who are loyal to your brand still use your company, even if the way they use it is different.  How can business build brand loyalty?

How to put your best foot forward

A great method for nurturing brand loyalty is having a rewards program. Many companies entice customers to make a purchase by offering points or a similar object to be redeemed for prizes and awards. A number of companies have loyalty cards which can be redeemed for points or rewards. This certainly helps customers feel that they should continue to use their products or services as it benefits them.

What about good, old fashioned customer service? I have always thought that in Jamaica, a little goes a long way.  Since in my experience a lot of the company’s representatives have as their motto: ‘The customer is never right’; treating your customers with respect and consideration will set your brand as a contrast and build customer loyalty.

A lot of the emphasis seems to be on the bottom line, but if you are selling a product or service, ultimately your emphasis should be on the consumer. Ensuring that the face of your company is a welcoming one is often overlooked. I can’t tell you how often I have been turned off from making a purchase due to disrespectful and inattentive sales persons. It is therefore important that there is a determined effort by all companies, new and established, to remember that customers can be quickly lost despite the quality of your product or service.

Sometimes an act of kindness can endear a company and their brand to customers.  Before the Covid-19 pandemic reared its ugly head, I had bought a meal at a small sandwich and smoothie store in the Half Way Tree area. After getting my order, their card machine stopped working, and I had no cash to make the purchase.   I was very disappointed as the nearest ATM was about a ten minute walk away from my location; I was starving, and it was a very hot day.  The manager graciously agreed to let me eat the order then go for the cash to pay and return.

I was very appreciative, and it made me feel valued as a customer. Of course, that required trust on the management as well  that I would return, and is perhaps not always advisable in every situation.  The point is though, that whether its allowing customers to use the employee only bathroom or allowing them to owe until later, brand loyalty can be built in small yet important ways. The bottom line is to treat those you serve with respect and their loyalty towards your brand will grow!

So those are my thoughts! What’s your take? Why are you loyal to a particular brand or company? Drop me a line below!

Teri Ann Renee Paisley

Gleaner Online Writer

Tags: brand loyalty, consumers, covid-19, customer service, loyalty, pandemic