The world of business has never been busier. Established household names are constantly bringing fresh innovations to market, and there’s no shortage of new brands claiming that their products and services are ‘the next big thing’.
This is arguably welcome news for consumers, who have greater choice than ever before. However, increased competition means that standing out from the crowd, attracting customers and building brand loyalty can prove extremely challenging for business leaders.
I believe one of the best ways to achieve these objectives is through effective communication. Indeed, this is one of the reasons I co-founded Lemon by Locke, an agency whose mission is to amplify the voices of businesses dedicated to making a positive impact.
It may seem mundane to some, but organisations that neglect comms are missing a trick. When companies communicate effectively, their consumers and clients feel appreciated, valued and seen. Not only does this encourage repeat business, but it also helps turn customers into lifelong brand advocates.
So, which aspects of comms should you prioritise in the pursuit of brand loyalty?
The perks of personalisation
Customers who feel their individual needs and preferences are being met are, by definition, happy customers. In fact, 91 per cent of consumers say they are more likely to shop with brands that remember them and share relevant offers. Put simply, personalisation is no longer a luxury; it’s an expectation. What’s more, companies that get this right are far more likely to forge lasting relationships with their patrons.
Whether you work with customers in person or online, there are many ways to personalise your organisation’s comms. It may sound obvious, but addressing people by their names, thanking them for their purchases and following up with tailored recommendations all go a long way to engendering brand loyalty.
With this in mind, investing in people who can tailor your comms is a great way to enhance your brand’s reputation, boost profitability and – most importantly – keep your customers coming back for more.
Proactive and reliable customer service
I believe a business should take the time to engage with every single email, social media message and review it receives. If you don’t have the capacity to do this in-house, my advice is to enlist third-party support.
Responding to inbound communications will show customers that your company cares about what they have to say. For those who view this level of interaction as an unnecessary expense, consider the fact that 85% of consumers want to experience proactive communications, and 86 per cent of buyers say they are willing to pay a premium for great customer service.
The truth is that today’s consumers and clients are looking for the ability to ask questions about specific products and services, lead times, returns policies and so on. While they may not always receive the answers they want, it is always best practice to provide prompt, friendly and helpful responses.
Investing in personnel and systems that can handle the messages and queries your organisation receives is a surefire way to ensure your customers remain happy and loyal.
Effective resolutions for customers
Of course, even companies with world-class offerings will occasionally encounter dissatisfied customers. In the event that your product or service isn’t quite what a buyer expects, addressing their issue quickly, professionally and transparently can prevent a minor problem from becoming a major headache.
This is where effective communication really comes into its own. The ideal scenario is that by providing a prompt and empathetic response to a complaint, you will turn a negative customer experience into a positive one. But even if the person in question never buys from your organisation again, at least you can minimise the chances of them posting a scathing review.
Exemplary customer service may not always be sufficient to avoid a negative outcome, but poor customer service can result in untold damage to your organisation’s reputation. Remember, effective communication is a prerequisite for a positive customer experience.
It’s not my intention to present comms as a cure-all for your business. After all, your ability to interact with customers is just one of many elements that will help build brand loyalty. However, organisations that fail to invest in communications are – in my opinion – setting themselves up to fail.
By Ben Locke, Founder and Chairman of Lemon by Locke
