Customer loyalty has to start somewhere. Before a customer decides that they will fully commit to a company and purchase only from them, they have to first hold some internal beliefs that will make it feel “safe” to make this commitment.
Before getting married, a person has to hold some similar beliefs about their potential spouse – they might need to believe their spouse loves them, will be faithful to them, and will stick around through tough times. A customer has to be able to feel a similar security from a business they are to become loyal to.
3 Core Beliefs That Build Customer Loyalty
Those 3 core beliefs are at the heart of customer loyalty. A customer will hold one or more of these core beliefs if they are truly a loyal customer. The 3 core beliefs are:
1. I believe this business is looking out for my best interests.
2. I believe this business truly offers the best quality in the industry.
3. I believe this business is dedicated to providing the best service possible.
They’re looking out for my best interests
If an employee runs out of a grocery store to deliver a forgotten bag or change to a customer, how does the customer feel? Grateful, happy, surprised, and very pleased. That’s because they feel that the employee – and the company, by association – was looking out for their own best interests. When a customer believes a company is looking out for them, they are very likely to become loyal to that company.
They offer the best quality around
When a customer believes a company truly offers the best quality in the industry, why would they ever go anywhere else? Believing a company has top quality products or services is a major influential factor in customer loyalty. Even with great prices, friendly employees, and a comfortable atmosphere, customers won’t become loyal unless there is also proven quality.
They always provide the best service possible
Finally, a customer that believes a company always provides the best service possible will be much more likely to become loyal. Great quality with poor service equals a poor experience for the customer. People want to return to places where they’re treated kindly, fairly, and with respect. When a customer believes a company is always going to go above and beyond to provide a great experience, they easily become loyal to that company over time.
Building customer loyalty starts with these 3 core beliefs. Your customers won’t usually formulate any beliefs about your company the first time they shop with you or purchase from you – beliefs are formed over time. Providing consistency is key to building customer loyalty because the customer needs time to decide that your company is worth becoming loyal to.