We all know the saying, “the customer is always right.” First coined in the early 1900s, business owners concluded that the success of their respective businesses heavily depended on the happiness of their customers. More than a century later, the sentiment is still true: investing in customer loyalty-building strategies is key to maintaining a sustainable business.
In this chapter, we will uncover our 5 customer loyalty-building techniques to foster strong brand advocates, which are:
1.
Put the client first
2.
Prioritize product knowledge
3.
Connect with clients in real-time
4.
Consider self-service options
5.
Turn loyal customers into brand advocates
How to build customer loyalty
Happy customers make loyal customers. A recent HubSpot study found that happy customers are 9-10x more likely to renew their contracts, which means that the key to building brand loyalty lies in prioritizing customer satisfaction.
Building customer loyalty starts with developing customer experiences that are thoughtful, responsive, and empowering at every stage of the buyer’s journey. While most sales leaders only focus on the top of the funnel, these five tips convert one-time paying customers into long-term, loyal clients.
The Ultimate Guide to B2B Customer Service Strategy
Learn how to turn customers into brand advocates using our free customer service strategy guide.
1. Put the client first
According to a 2024 Khoros survey, 83% of customers cited good customer service as their most important factor for deciding what to buy (not including logistical considerations, such as products and prices offered).
In other words, it is pertinent that your customers’ unique needs are being met. Another study found that 75% of surveyed consumers stated that they are more likely to buy from brands and businesses that create a personalized experience.
A few other ways to make sure your customers feel heard and taken care of are:
Have a customer-first attitude
Your customer service reps should be friendly, positive, and happy to assist.
Personalize the customer experience
Ensure your reps have access to your database that shares every detail about the client so they can best address their customers’ needs.
Base decisions around your client
Focus on making decisions based on the customer’s needs, not just around your bottom line. Ask yourself, “How will this benefit my clients?”
Be transparent
Always keep your customers in the loop, even with issues the product may be facing or if you need more time resolving one of their concerns.
2. Prioritize product knowledge
Have you ever felt frustrated when talking to customer support? Chances are, you had a question the agent could not adequately answer. At the core, the issue is often a lack of understanding of the products, services, or policies they’re tasked with supporting.
To effectively help your customers, your customer support team must understand your solution and act as an expert during all their interactions with your customers. Thorough knowledge that leads to timely, accurate solutions helps establish trust by reassuring customers that your team fully understands their concerns and is equipped to address them.
3. Connect with clients in real-time
Generally speaking, you should respond to your customers’ inquiries within 24 hours. By keeping your wait times and hold times low, you demonstrate how you prioritize your customers’ requests, thus making them happier.
So, how do you quickly address your customers? Here are a few options to consider:
- Optimize your interactive voice response systems
- Improve how inquiries are routed through your queue
- Ensure you have enough customer service reps, especially during busier months
4. Consider self-service options
Sometimes, customers do not need personalized, one-on-one support as much as they want a quick solution to their problem or an answer to their question. These situations are where self-service options shine.
Here are some examples of self-service options:
- FAQ page
- Knowledge base
- Community forums
- Chatbots
By finding answers on their own, your clients will become self-sufficient with your product while still being pleased with the experience your business provides for them.
5. Ask for reviews
Did you know that 98% of customers read online reviews before they invest in a solution? Positive reviews not only strengthen your reputation but also serve as compelling social proof when posted on trusted B2B platforms. Be aware that generating fake reviews and testimonials goes against the Federal Trade Commission’s guidelines.
To encourage more reviews, include links to review sites in customer emails or portals, have support reps mention them during calls, and reach out to loyal customers directly. You can amplify positive feedback by sharing it on social media, tagging relevant partners, and actively participating in discussions about your brand, encouraging an open dialogue between your brand and your customers.
The Ultimate Guide to B2B Customer Service Strategy
Learn how to turn customers into brand advocates using our free customer service strategy guide.
Build customer loyalty and advocacy to reduce churn and increase revenue
By providing excellent customer support — such as putting the client first and connecting with them in real-time — you’ll be building devoted customers that will turn into brand advocates.
With the right strategy, these champions will then freely promote your brand. In turn, you will have ideal clients who generate more revenue and gain new leads.