What is Consumer Loyalty?
Consumer Loyalty involves a commitment to continue purchasing from an enterprise for a given term of time or another, even if this results in lower than optimal profits and superior performance. A loyal client will often pay an extra dollar or two per year for continued purchase or service, which often encourages more purchases in future quarters. Many customers have multiple sources of revenue, such as subscriptions.
Customers who remain with a company for long enough may eventually become members to join a community, which can be quite rewarding too. Some companies call loyalty memberships—a sign of satisfaction, especially after having been engaged in a transaction with them at some point in their relationship. Another definition of loyalty is when a particular item becomes part of their routine without further notice or explanation. For example, an automobile owner can go to a dealership only during one or two weeks’ notice of new model and purchase it immediately.
When you buy an airplane ticket, you cannot wait longer—only buy the ticket that suits your travel needs and is guaranteed. Once you buy a house, the seller has a week before a home delivery window opens to receive payment.
This same rule applies for car insurance, but also covers homes, furniture, household items, etc. When you get a haircut, stylist, restaurant, spa, or any other business that offers services, make sure they have your full contact information. If they don’t, you might decide not to come back. In all businesses, this is what determines whether or later to do business with them again.
And, the most valuable relationship is the one between buyer and seller, regardless of the product or service level! An organization can enhance its relationships with existing clients by using CRM software and making available a website where clients and prospects can find more about the company, available products and services, and current events.
Clients can find out how many items are in stock, their status, whether sales have gone through, etc. The ability to stay connected with customers, even after buying products or signing up for newsletters, enables these organizations to achieve outstanding loyalty and growth over time. There are different kinds of customer Loyalty. 1. Single-Click Customer Loyalty 2. Multi-Click Customer Loyalty 3. Cross-Click Customer Loyalty 4. Hybrid Customer Loyalty 5. Social Media Customer Loyalty 6. Digital Marketing Customer Loyalty 7. Mobile User
What are the common types of customer loyalty?
Single-Click Customer Loyalty: As the name suggests, this kind of customer loyalty refers to the single most popular form of customer behavior today. One such thing is social media marketing. According to research by Juniper Research, there are approximately 3 billion active registered users on Facebook within the United States alone.
Most people have heard of some sort of mobile application, usually one that allows them to do something more quickly, easier or more efficiently. These applications are often used by those doing simple things, such as a quick order of goods on Amazon, a quick access to a store’s catalogues, or sending a text message.
The most popular applications of this principle are Apple Pay and Google Mobile. With each update of application, new features are added, new functions are provided, more data are stored, user account is increased.
Eventually, in the end it will work like magic. Such application will allow many stores to collect information about our purchases and suggest us which products we should buy. After receiving confirmation, after selecting one of my orders using Apple, I’ll receive an email and my iPhone will show me my order. This is an example of single-click customer loyalty.
Multifocus Customer Loyalty: Due to the proliferation of internet, technology, and fast-paced changes, customer loyalty often is considered to be complex and multifaceted—from being driven by the need to meet daily commitments to being highly committed and determined about the type of personal life choices. To better understand customer loyalty, we need to look at several aspects of human behaviors, including our preferences, interests, motivations with regard to shopping, and behavior as consumers.
Alongside this idea, we can distinguish between customer loyalty, strong customer loyalty, and weak customer loyalty. We can classify customers according to their specific actions, their past behaviors (past purchases, etc.), and other influences in the environment. At the same time, we can categorize customers into three main groups: New-comer, Regular customer, and First-time buyer.
The former group is more likely to engage in activities aimed at satisfying basic requirements, while the latter group is more likely to respond to promotional activities. It means that the main objective of a marketer or retailer nowadays is to help the first category to convert into regular customers, rather than just becoming a member of customer clubs.
But since the emergence of digital retailing, companies have created innovative strategies for attracting new clients, creating online communities, providing personalization and customization, and influencing the behavior of regulars. Moreover, there are increasing chances that marketers are paying more attention to building strong networks, expanding their operations in large markets, improving their analytics, enhancing their IT infrastructure.
Types of customer Loyalty
Single-Click Customer Loyalty: The purpose of this type of customer loyalty is to keep track of every single activity without using much effort or time. You need to know what you do to get your money’s worth. So, each time you use an app or website to communicate with an Internet provider, send a request, complete your transaction, buy a movie ticket, update your status, etc., you need to add a record of this transaction into your profile.
On average, the process takes less than 10 seconds, yet it still requires input information, which is generally hard to remember. Even though every day around the world there are millions of transactions occurring on a daily basis, companies do not have enough space to track each individual transaction. Fortunately, the solution to this problem is quite easy.
Every minute, more than 1 million websites exist on the Web and nearly half of them offer free options to download. They offer information, for example, how many movies you can watch, the best places to visit, and other details that will help your decision-making. Companies can offer loyalty to individual users and/or entire communities with unique rewards.
Since most people do not want to install hundreds of apps on their devices, the easiest option is to provide a free trial for 30 days and collect points that will give you a special bonus. However, this is often not sufficient. People will soon find that the services they need are very expensive, but the number of apps is so big that the amount of data needed to track all them is too large and the amount of required infrastructure is too high.
Therefore, traditional loyalty programs have been introduced in response to the lack of space that companies have, and some of them are really useful. As we mentioned earlier, this method uses small amounts of information (for example, we usually download ten apps per month) to identify that we would like to receive more of these apps in the future.
Of course, once you reach the maximum limit, there is no way to manage this information and it’s impossible to delete it. However, companies can track everything from the moment when you open a website to the moment when you register for a membership. From this information, they can estimate the frequency of app downloads for certain types of services and suggest to increase the amount of paid services by giving extra benefits only to those with larger amounts of active memberships.
Multi-Click Customer Loyalty: This method is used for similar reasons. Instead of choosing a few apps to add to your phone, maybe you’re interested in reading the latest news, watching YouTube videos, downloading memes, finding recipes, playing songs, etc., the following examples show what we mean. By monitoring which apps you used recently, you can analyze what percentage of people use these apps and the nature of your interests and hobbies.
And then make suggestions for the ones you would like to download and keep in your phone and which would be good for you since you love to play sports or watch TV shows. Then you can measure how many times you downloaded a new episode of Game of Thrones and you see how much data it uses. Or perhaps your favorite band is looking for ways to enter a contest. Now that you’ve got a clue, here’s the great news: all of them will have already been uploaded to your smartphone.
So, how many times does Beyoncé score 100 thousand likes on her recent posts? That doesn’t count how many times she visits page of Wikipedia and sees the latest scientific studies. All of the data is stored in your device in a database. If someone sends you a questionnaire, you answer it and share the answers with our team via Messenger. We have thousands of users on Facebook, and they have shared information about themselves with us, which means we can easily identify our friends and analyze their behaviors on a monthly basis.
Cross-Click Customer Loyalty: This kind of customer loyalty is based on cross-platform interaction. Sometimes people just don’t like to call someone or ask questions. They prefer to find answers and information in the Internet, either reading an article you find helpful on Google or searching for directions on Maps.
How can companies improve the quality of communication when they know nothing in advance and when everyone wants to save their time and be happy? In order that happens, they need to turn back to offline methods, so called cross-platform interactions. They tend to involve social networking, email, live chat, web-to-app interface, etc. The first step is to create a list of channels, and then start tracking all interactions with these channels to build accurate profiles of potential