For businesses, creating a personalized consumer experience enhances customer satisfaction and subsequently gains customer loyalty. By using tools such as live help, mobile applications and social media, a business can help a customer adopt a connection to the company. Questions and issues addressed on an ecommerce website by qualified experts in real time, for example, creates more satisfying online shopping experiences. Leads and prospects become repeat, loyal customers and can even provide referrals.
Live Chat
A live chat window that pops up on a screen when an online shopper visits a website is likened to a store clerk asking, “May I help you with something?” to a shopping customer in a store. Knowing that a representative is available, even digitally, provides a customer with reassurance.
Rob LoCascio, the CEO and founder of LivePerson, an expert live help provider, states that customers want to be seen as unique individuals and not as one of the “masses.” Meet the needs of individual customers by connecting with them immediately and helpfully. A quick recommendation or helpful response provides shoppers with a positive experience, which can lead to conversions and sales, work-of-mouth referrals and brand loyalty.
Mobile Apps
The world has turned mobile as people are attached to smartphones or tablets to stay connected. Mobile apps connect people to businesses, and a loyalty reward program is a top solution for fostering a consumer-to-business relationship in the mobile realm. For example, mobile apps Pirq and Bellycard connect a user with their favorite local businesses and then rewards them with money-saving deals.
Pirq acts like a virtual frequent visitor card and keeps customers happy by rewarding them for their repeat business. Users receive messages about deals for their favorite places. They have the choice to use or save the deal. Unlike coupons or online specials that are mass marketed, Pirq delivers a personal invitation for the customer to come in and shop. Give a customer personal attention and some perks, and they’re yours. Bellycard takes customer loyalty to an entertaining level by creating creative and fun offers. Think “arm wrestle a restaurant owner” to capture consumer interest. A losing customer surely will return for a re-match.
Social Media
Traditional marketing is one-sided, yet social media is a channel through which companies can quickly receive honest and personal feedback from their customers. By creating social online dialogue, a business can learn about how to better meet the needs of their target demographic. Facebook posts and Tweets can break barriers that traditionally exist between businesses and consumers. Business 2 Community reminds marketers that it’s all about relationship building. Once that relationship and trust is established, so has a sense of loyalty. Maintain customer loyalty by soliciting customer input, keeping followers informed of improvements, events or new products and services, and rewarding them for their commitment to the brand.
