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Improve customer loyalty and retention by focusing on relationships

Lasting loyalty can’t be bought—it has to be earned. Find out how it’s done.

Customer loyalty vs. customer retention: What’s the difference?

  • Customer retention means that a customer buys from you, but they don’t necessarily have a strong affinity for your brand.
  • Customer loyalty means that a customer prefers your company, and if given the choice, they would choose your brand over another.

How to increase customer retention

  • Once you’ve gained a new customer, you need to convince them to stick around. Show them you’re committed to providing a good experience, and of course, being good humans. Here are a few ways to win them over.

  1. Make a good first impression

    Everything you do tells a story about your brand, from your website to your customer service. Did you know that nearly half of customers would switch to a competing brand after one bad service experience? You might only have one chance, so make it count.

  2. Be helpful

    When a new or potential customer reaches out, do everything you can to help. Answer their oddly specific questions or look up something they could Google themselves. Showing someone a little kindness is an easy thing you can do to build trust.

  3. Create a seamless experience

    Customer experience is one way companies can stand out from the competition. For example, you could deploy a chatbot on your checkout page to help customers answer any lingering questions. This shows customers that you’re thinking of them every step of the way.

  4. Show gratitude

    Customer appreciation helps establish a good relationship with your customers and encourages them to come back. If they are a first-time customer, show your appreciation by giving them a discount code. Loyalty programs are another way you can thank your customers.

How to increase customer loyalty

  • Making a good impression is only the first step. To cultivate loyal customers and brand advocates, you need to make a deeper connection. Here are a few ways to show your customers they can depend on you.

  1. Be honest and real

    We expect honesty from our friends, and customers expect it from companies too. A 2017 survey showed that 86 percent of people say authenticity is important when deciding what brands they like and support. This means providing customers the information they need, portraying your product accurately, and admitting mistakes even when they are big or uncomfortable.

  2. Respect their time

    More than 60 percent of customers said a speedy response was an important aspect of good customer service, according to our Customer Experience Trends Report 2020. Make sure you have the tools in place to respond quickly on the channels your customers prefer. Being able to respond on WhatsApp, for example, could set you apart from competitors.

  3. Show empathy

    Customers aren’t likely to stick around if they don’t feel heard. Listen to your customers when they provide feedback, show empathy for their experience, and then take steps to improve. Use tools like satisfaction surveys and focus groups to gain deeper insight, so you can really understand what your customers need and how you can deliver for them.

  4. Have fun

    You could provide free stickers with every package, share quick quips on social media, or create customer communities. For example, Starbucks created a Facebook group for Pumpkin Spice Latte fans to give them a space to share their love unapologetically. Customers will come for your product or service, but they’ll stay because they enjoy the community you’ve created.

Customer loyalty starts and ends with CX

  • Customer loyalty isn’t just about a great deal or value proposition. Every aspect of your customer experience—marketing, sales, customer support—plays a role in fostering that relationship.

    You can have the best product in the world, but if your sales process is impersonal or your customer support is inconsistent, you risk losing your customers’ trust and jeopardizing the relationships that you worked so hard to establish.

Take control of your CX. Get started with a free trial today.

Demeter ICT involved in Zendesk implementation at Kerry Express, starting from customer service process design, configuration, integration with Telephony and Chatbot, training, testing, data migration and Go-Live Support. The implementation time was around two months.
Demeter ICT participated in Zendesk implementation at LINE MAN WONGNAI. The scope of work is involved with customer service process design, configuration, integration with Telephony, training, testing, data migration and Go-Live Support. The system was up and ready in one month.
Cathay Pacific Airways
“As a customer-centric airline, it is essential that Cathay Pacific communicates with our customers on the channels they prefer. Messaging is fast becoming the preferred mode of communication of our customers and we’re looking forward to enhancing our customer experience with these new Zendesk capabilities.” - Lawrence Fong Group GM IT and Digital, Cathay Pacific Airways
Demeter ICT helps TRUE implement the Zendesk system. The scope of work is involved with customer service process design, configuration, training, testing, data migration and Go-Live Support. This is another ideal case that the customer started from a small portion of Zendesk deployment in order to prove the concept and expand significantly during the past few years.
Riot Games
“Zendesk is very much focused on the 'player' experience, like we are. I feel like we’ve always been able to speak honestly with each other.” Shaun 'BlueFire' Randall Product Manager Support Engineering at Riot Games
“We love the help center in Zendesk because it’s easy to use. We get some great analytics out of it in terms of which articles are being used the most. It helps us to make adjustments and to see what’s helping our users.” - Gerald Hastie Director, Global Customer Experience at Evernote
“Zendesk allows us to treat our colleagues with as much care as we give our customers.” - Adam Bruce Lead Product Manager, Service Desk at Tesco
"If we hadn’t invested so heavily in incredible support and our customer experience, we’d probably be just another app. Even if we’re just sharing cat memes, we’re constantly engaging with our customers, so they feel like they really know us as people. That’s a big part of our brand, and that starts with great support." - Danny Duong Director of Customer Experience at Discord
“Having a partner that really understands our business, and how ambitious we are, is huge—because service, at the end of the day, needs to be in lockstep with every single track of work that’s happening within Airbnb.” Shirley Lin Product Lead of the Support Products Group at Airbnb
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Contact Us: Demeter ICT Company LimitedNo.1 Zendesk Authorized Solution Provider in Thailand and APAC