Product ID: 25434
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A loyal customer base not only repeats the purchase but is very likely to spread a good word about the experience with the brand and bring in their friends or kin. Thus, turning potential customers themselves into new customers, as they acquire a sense of belonging to the part of a community of the customers that are loyal to the brand. They are satiated either with the product, the service, quality, or only the name of the brand to keep their future needs intact to be fulfilled by only that brand.
In other words, this behavior of customers is not unusual but is the live testimony of the success of the brand and the hard work it has invested to embed itself in the minds of their loyal customer base. What do these brands do differently or special to make their name synonymous with the commodity they are selling? It turns out, it doesn’t require any complex rocket science. Just some good planning, mature work, and humanized business with the customers. Simple!
A company that, over time, grows into a brand that has so many things to offer for the customers of all kinds in the same quality and service and forgets about that niche which has made the company big will find it hard to be able to succeed in the long run. It will seem like everything is fine but yet nothing is going as the brand desired itself to become in the upcoming years. As said about humans as well, the one who tries hard to impress everyone ends up impressing no one at all. This doesn’t mean at all that a brand should not evolve and offer a variety in its products, but for the brand to build a loyal customer base that sticks to the company there must remain consistency or we can say “not forgetting its roots”.
Here, consistency can include several things. From the special logo design to the specific color or style it showcases or manufactures its products. Let’s say a soft drink company makes it’s brand big and synonymous with the commodity of soft drinks but trying to expand its business. If it forgets about the soft drink and introduces a whole new bunch of products without caring about the customer base that has remained loyal to the brand will hamper its future brand loyalty and harm its business in the long run.
Technology and fast information superhighways have made people more connected but isolated at the same time ironically. People find warmth, emotions anywhere they can. A brand that wishes to build loyalty towards it should create or construct such an environment and exercise it in their working culture that the interaction between the customer and the company should not at all restrict to the transaction of money and product. Most importantly, engagement outside this monetary transaction pins itself in the mind of the customer in his daily life and establishes a connection with the brand.
For the same reason, newer big players invest so many resources into social media handles, newsletters, and advertising campaigns that touch people’s hearts away. This engagement can be a little good morning wish to a special discount for its customer. For example, on his birthday to make their day special. Also, It can include posting or sharing or featuring customer’s opinions on the company’s own social media platforms to issuing a new policy in the support of a movement going on outside for the homosexual community.