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GUEST BLOG: The changing face of customer loyalty

New research shows that 76% of consumers admit they would switch to a competitor if they have just one bad experience with a brand they like.

On the flipside, over half of consumers say that once they’re loyal to a brand, they’re loyal for life. This offers the question – how loyal are consumers actually being towards their favourite brands, and what will it take for a consumer to have a bad experience? 

Dino Forte, CEO at Ventrica, investigates…

Gaining loyal consumers and advocates is something most brands aim for; but given the research, how far can this really be stretched? Unfortunately, many brands take loyalty for granted. The brands that hold a monopoly over a market, with unique products or services that can’t be found elsewhere, are often the strongest culprits of this, knowing their customers will continue to return regardless of the customer service they provide.

However, even in this situation, delivering a customer experience (CX) that meets the customer’s expectations and needs, is critical. Even for organisations in industries such as utilities where many consumers stay with their provider to avoid the hassle of switching, CX is still key. After all, it is six times more expensive to win new business than to retain it; showing how essential it is for organisations to look after their customers, even if they are confident they won’t leave.

New touchpoints and skilled staff

The fact is, delivering a CX that enables an organisation to remain competitive and encourage the customer to return is a big challenge. With numerous touchpoints now available to today’s consumer – from social media, to the organisation’s website, webchat and phone calls – how can a brand ensure it reaches its customers across all channels but provide the same experience, irrespective of channel?

All consumers will agree that a ‘bad’ CX involves a frustrating experience, long waiting times, unanswered questions, unknowledgeable staff, faulty products or simply not being listened to. Can we really blame them if an experience like this makes them want to switch to a competitor?

However, it doesn’t need to be like this. An organisation’s contact centre should form the heart of the CX it provides, with a trained, dedicated team ready to answer queries and resolve any issues the customer may have experienced across multiple channels. A customer service team should completely embody the persona of the brand; understanding who the customer is, what issue they’re facing and how it can be resolved in a quick, seamless manner that leaves the customer satisfied and eager to purchase a product or service again.

If a bad experience strikes, an organisation can’t blame a customer for wanting to look elsewhere. It’s therefore essential for organisations to put measures in place to ensure that all channels are equipped to provide the best CX possible – so that a customer’s loyalty never comes into question at all.

The Print & Digital Innovations Summit – Registration Open!

The 2019 Print & Digital Innovations Summit will deliver another outstanding day of business networking and learning for delegates.

The Approach

Taking place on November 14th at the Hilton Canary Wharf, London, the Print & Digital Innovations Summit is the leading event for the sector to share forward-thinking ideas, meet new partners and discover new ways to continue building successful print and marketing strategies.

It’s entirely free for you to attend and your VIP ticket includes:

  • A bespoke itinerary of pre-arranged meetings with product and service providers who match your requirements and upcoming projects
  • Access to a series of seminars by industry thought-leaders
  • Networking with like-minded peers
  • Lunch and all refreshments

How Do I Get Involved?

We have just 60 VIP tickets available, so register your free place today.

Last year’s delegates included representatives from A Nelson & Co, Abel & Cole, Beauty Bay, Boden, Brora, Cancer Research UK, Chartered Institution of Civil Engineering Surveyors, Civil Society Media, Covea Insurance, Direct Line Group, Dubarry, Fitflop, Marie Curie, Miller Insurance Services, Not On The High Street, Pasquill, Santander, Swansea University, The Hut Group, The Lalit London and more.

For more information, call Katie Bullot on 01992 374049 or email k.bullot@forumevents.co.uk.

To attend as a supplier, call James Howe on 01992 374067 or email j.howe@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Do you provide Brand Monitoring services? We want to hear from you!

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Brand Monitoring solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brand Monitoring and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on lisa.carter@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

July – Brand Monitoring

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.