There is no denying that consumers have more choices than ever. One of the principal challenges of today’s marketing environment is to keep existing customers satisfied so we do not lose them to competitors. Customer loyalty has taken space from what used to be the primary marketing focus of customer acquisition.
Keeping your customers means keeping them engaged: having them present, involving them, rewarding them, letting them feel how important they are to your brand.
In many ways, it’s not unlike the romantic idea keeping your spouse or partner happy and more and more in love with you. But face it, personal relationships really don’t work that way. We follow our heart, and there is not always logic or reason behind the choices we make.
In purchasing decisions,consumers want logic. They want rational justifications for the choices they make. With this inclination toward logic, logic, logic we need an incentive to get the heart involved.
Gimmicks might work (more or less) to get your brand into the consumers’ minds when they’re regularly in the purchase funnel. That can move them along the path to consideration and purchase.
But that’s just not enough in the over stimulated world we are living in. To be relevant amid the torrent of information and noise your customer is subjected to every day we need to get to the heart.
Consumers have choices. And they choose brands not only because of the image or the prestige the brand might represent or simply because they can afford it. In the long term, it’s because of the lasting relationship they have with the brand.
They feel it.
That is loyalty, and the way you earn it is by rewarding your customer simply because he or she is your customer.
by Ana Garcia-Hierro
General Manager, gyro Madrid
Cross posted at Ignite Something on the Forbes CMO Network