To assess the reasons for customer return and their future expectations, it is important to conduct research on their level of satisfaction. In this way, customers realize that their preferences matter, and the organization will be able to identify the optimal strategy for customer loyalty and interaction with each of them. The main task is to ensure that consumers are convinced of the correctness of their choice by returning to our company.
The level of customer satisfaction can be determined by means of questionnaires or sending SMS and email messages, having previously received written permission for such communications. Surveys can also be conducted via social networks, specialized platforms with feedback forms.
Methods for further customer retention can be:
stock;
loyalty program;
competitions, prize draws;
personalized offers;
demonstration of special attitude, care.
Loyalty
When a customer feels an emotional connection whatsapp number australia with a brand, they are active in surveys, participate in marketing activities, and try to help the company. This consumer becomes loyal, and their repeat purchases bring maximum profit.
To maintain loyalty, it is important to pay even more attention to such a client, thank him with gifts for his loyalty to the brand. The company can organize systematic interaction with loyal customers, appoint responsible managers to promptly resolve issues.
Small and medium-sized businesses can build customer loyalty by frequently asking for their opinions and advice, and by introducing them to the internal processes and life of the company.
Even in case of errors in service or unpleasant incidents with loyal customers, it is important not to avoid responsibility. It is necessary to openly admit the error, explain its causes and offer a solution. You cannot ignore the problem, try to prove the client wrong.
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Customer Loyalty Assessment
A professional marketer must be able to convert any indicators into numerical values. The customer loyalty index, known as NPS (Net Promoter Score), is no exception. This indicator allows you to determine the number of consumers who fully trust the company and its products and are ready to recommend you to friends and acquaintances.
To obtain a quantitative NPS value, you need to conduct a customer survey. You can use the SMS method or organize video calls. The questions should be short and clear. For example: "How do you rate our company's work on a scale of 1 to 10?" or "What do we need to change so that you give it a score of 10?"
Customer Loyalty Assessment
Source: shutterstock.com
Even if a customer has given you the highest rating, ask them a second question anyway. This demonstrates your commitment to continuous improvement and your willingness to take customer feedback into account.
Depending on the results you get, divide your clients into 3 categories:
Those who gave a rating from 1 to 5 points : dissatisfied. They are unlikely to recommend you to their friends and acquaintances. These customers may continue to buy from you only if you clearly outperform your competitors in terms of product quality, price, and service level.
Those who gave a rating of 6 to 8 points : neutral. They are currently generally satisfied with the product and service, but they see your weaknesses. By working on these aspects, you can turn them into active promoters.
Those who gave a rating of 9 to 10 points : loyal customers. They are a real treasure. These customers always give good recommendations. Their opinion is valuable and should be taken into account.
The NPS indicator is calculated using the following formula:
NPS = (Number of satisfied and neutral customers / Total number of respondents) - (Number of dissatisfied customers / Total number of respondents).
The NPS value can range from -100 to 100. Let's look at some examples:
From minus one hundred to zero : extremely low loyalty level. These customers usually use competitors' products and services, and only in exceptional cases - yours.
From one to thirty : average loyalty level. Here you will find both satisfied and critical customers.
Above thirty : a good level of loyalty.
Thirty to fifty : a good average.
From fifty to seventy : the company outperforms its competitors.
Above seventy : you are among the market leaders.
The value of the customer loyalty index may depend on the industry the company operates in. Therefore, when calculating, it is recommended to use average indicators for your niche.
Any indicator is not only numbers, but also real people helping the company grow. When you receive negative feedback, you have the opportunity not only to eliminate the shortcomings, but also to establish interaction with the client. This is always very valuable.
In addition to NPS, customer loyalty can also be measured by the average check. In this case, we do not use points, but analyze the dynamics of this amount and the number of repeat purchases.
To implement this method, CRM systems such as Bitrix24 or Megaplan are required. Manual calculation is only possible with a small client base that you know personally.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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