Better customer care breeds customer loyalty. Customer service quality is often the deciding factor when a customer has a need for a service or product and chooses between two or more competing companies. Great customer service is often the deciding factor when a customer is choosing whether or not to purchase again from a company and take the first step toward becoming a loyal customer.
Case studies show again and again that improved customer care is responsible for helping create customer loyalty, but why? What are the reasons a customer becomes loyal in the first place?
Reasons a customer becomes loyal
A customer usually becomes loyal to a company because of one or more of the following reasons:
- Affordable Pricing
- Outstanding Experience
- Convenience or Ease of Use
- General Satisfaction
- Connection to Company
But only two of these reasons leads to a true, long-term loyal customer: An outstanding experience and having a connection to your company. These two factors are essential pieces of offering better customer care.
Defining true customer loyalty
Low pricing can ensure some customers return again and again to purchase, but if you’re attracting customers on the basis of price, you can’t be surprised when they jump ship to chase better bargains at your competitor’s store.
Convenience, or ease of use, is attractive to customers as long as the level of convenience does not change. If they usually visit a certain gas station on the way to work, they will stop there every morning as long as they work in the same location. However, if that person begins working on the other side of town, they will transfer their loyalty to a gas station that is convenient. Convenience usually doesn’t represent true customer loyalty.
Being generally satisfied with a company can keep a customer coming back for a while – as long as they stay satisfied. “Satisfied does not equal loyal.” Satisfied customers like your company, don’t mind your prices, and haven’t experienced any real issues with you. But their feelings toward your business are skin-deep and don’t represent loyalty that will last long-term.
But an outstanding experience and having a connection to your company are at the root of customer loyalty. If you can deliver a great customer experience by stepping up your customer care, you create a bridge to connect better with your customers. When a customer knows employees by name, chooses your company over all others again and again, believes in your mission, and recommends you often, you have a truly loyal customer.
Better customer care is an essential ingredient in yielding customer loyalty. Strive to give your customers an outstanding experience and utilize every opportunity to connect with your customers. If you can deliver a great customer experience and build stronger connections with customers, you’ll earn customer loyalty.