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10.14.05
Keeping Your Customers Through Loyalty Marketing
 By
Trevor Marshall
What exactly is the best-kept secret behind incredibly successful businesses?
Is it keeping up with the trends? Having an excellent workforce that will make
sure your company is working in tip top shape? Or having a loyal client base who
will not only keep on going back to you whenever they need your products or services?
Loyal clients are also the ones who will help your company get more attention
from other people through good word of mouth.
This is why a lot of successful companies nowadays just love using the loyalty
marketing concept as a key strategy for them to be able to keep afloat in today's
highly competitive market. The loyalty marketing strategy is actually just based
on a really simple premise which is to develop a stronger relationship with each
and every one of the company's best customers, make sure that they are always
happy and satisfied with the company's products and services because they are
the ones who will most likely stick with you for the longest time. Once you have
already built a solid relationship with your best clients you will now be ensured
of more profitable years ahead for the company.
Highly dependent on whichever type of market place situation is the type of loyalty
marketing objective that you should infuse.
For your company's loyalty marketing objectives, here is a good start:
1. Frequency. You must know your customer's purchases.
This is where you should make sure that your company is constantly making an effort
to improve its loyalty marketing services as well as creating a loyalty marketing
service that is incredibly hard for your loyal customers to ever resist, preventing
the company from ever losing their valued customers.
2. Being
able to build a strong two-way relationship with their valued customers.
It is important that it is deemed by the customers as a two-way relationship so
that they will not think that your company is only after his or her money. Your
customers need to feel that you really care for what they want and what they need
thus your company should always look into further enhancing your loyalty marketing
strategy by constantly researching on your customers wants and needs to be able
to improve customer satisfaction with your company.
3. Being able to create and "advocate"
Loyal customers who will actually do some free loyalty marketing for you by referring
your brand to new clients.
When it comes to loyalty marketing, whether your objective is to be able to keep
the trust of your valued customers or to just coax them into increasing their
purchasing activity from your company, it is highly important for you to be able
to create a good loyalty marketing strategy that will help create a good relationship
between the company and your valued customers. The basic principle behind loyalty
marketing heavily relies on keeping up with these four loyalty marketing components:
* Dialogue Marketing - where you will inject loyalty marketing by making sure
that the correct messages reach the people to whom they are meant for at the right
timing.
* Customer Behavior Tracking - when it comes to loyalty marketing, this is a really
systematic approach for your company to be able to keep track as well as store
the customers' spending as well as their response behaviors. This is actually
an integration of the proper mix of loyalty marketing communications between the
company and the customer.
* Measurement - this is the loyalty marketing component wherein you actually plan
to keep track as well as measure the company's key performance objectives as well
as the customers' retention analysis data that actually go against your company's
loyalty marketing objectives
* Customer Rewards and Benefits Programs - for loyalty marketing, this is a highly
effective platform for your loyal customers to actually earn or reap rewards from
your company that is actually specifically matched to every individual customer's
needs and preferences.
* Loyalty brochure - this is just an added loyalty marketing component wherein
your company will hand out these loyalty brochures to your customers so that they
will see the freebies that they might get if they continue on being your company's
loyal customer.
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