Satisfaction does not equal loyalty, satisfied customers defect everyday. In a study done by the Marketing Leadership Council, it was discovered that three simple steps can create true loyalty that drives repeat purchase.
Step 1: LEARN
Capture and share information across your organization. Share information you glean from your customers, your sales teams, R&D, and any other resources. If you are a small company, rely on in store feedback and surveys.
Step 2: TEACH
Teach customers, don't just sell to them. Focus on teaching your customers about the industry you serve them in. For example, Sage Nonprofit Solutions sells Nonprofit Accounting and Fundraising Software. As such, we work to teach our customers about our solutions, and how to be successful in the industry. What is happening in the industry and how they can be more successful. This is a true win/win. When customers know more about how you can help them and why it matters, they are more likely to purchase.
Step 3: AMPLIFY
When you have a raving fan, you should be sharing the voice of that fan with everyone you can. And, you should be educating that fan with knowledge about your organization, how it works, how it helps, and how it can move other organizations forward. Essentially creating a powerhouse of word of mouth advertising.
Take-away: As with all things, it is easier said than done, but the results show that investing in true loyalty measures pays off in the long run.
Source: Marketing Leadership Council, Redefining Customer Loyalty: Growing Share of Wallet by Systematizing Customer Delight, Washington D.C.
