5 Steps To Create Loyal Customers

community marketing Mar 02, 2021

5 Steps To Create Loyal Customers 

Most likely, what brands are trying to sell you and what you need is not the same thing. Most brands do not know that because they do not listen to end-users. I once worked for a restaurant chain, and the chief operating officer who lives in California made a horrible decision. He wanted to remove Chicken Fried Steak from the menu. 

I live in Texas, and Chicken Fried Steak was our best seller. If I ever forgot what the customer ordered, I would give him a Chicken Fried Steak, and he would be happy. To remove this item from the menu was a terrible mistake. The chief operating officer made his decision based on his personal preference and not the customer's needs. 

Customer needs have an emotional ripple effect. If you don't deliver on your promises, customers leave. If you ignore what the customers are telling you, you won't survive long. Ask Sears. One of the most iconic brands that failed to evolve and listen to their customers.  

Companies fail to listen for two reasons. 

  • Most brands ignore their customer needs because their goal is to have satisfied customers and not loyal ones. 
  • A good economy protects mediocre businesses. It hides a lot of their mistakes. 

When things get tough, companies cut costs, customers spend less, service gets worst, and mediocre companies go out of business. 

To avoid that, companies should focus on building loyal customers and a community around their products. Harley Davidson and Chick-Fil-A do amazing jobs creating a loyal following that sticks with them during difficult times. 

Here a few things you can do to create loyal customers. 

  1. Offer an exceptional customer experience that can not be replicated somewhere else. Chick-Fil-A staff is amazing at creating an amazing customer experience that can not be replicated anywhere else.   
  2. Provide an opportunity for your customers to connect. Harley Davidson does a great job building communities all over the world. 
  3. Overcommunicate your brand promise. Apple's "Think Different" campaign is a great example of this. 
  4. Create stories around your service. WWE management does a great job crafting amazing stories. They do not sell wrestling. They sell entertaining stories. 
  5. Create a loyalty program that rewards people with real incentives. Sephora's Beauty Insider rewards programs are one of the best.  

If you follow these five steps, you can create loyal customers, amazing communities, and raving fans. My question for you today is this: 

Would you rather have 5,000 satisfied customers or 1,000 loyal customers?

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