Tips for Creating Customer Loyalty
Even in a pandemic, when it seems no one has extra money to spend and they watch every dollar in an uncertain economy, you can create customer loyalty. Granted this is something you should be doing all the time anyway, but even more so now as the number of businesses struggling increases.
There has been a definitive shift in how consumers are spending money since the pandemic become part of our everyday lives. And yes, people are still spending money, they are just doing it in a new way and taking more things into account. Namely: the alignment of values.
You maybe thinking, “Channing, I always try to convey my company values of honesty, integrity, high caliber work, creativity, etc. That’s on our website and in our office. It’s part who we are.” Well friend, those values are not what I am talking about. (Though I do think they should get a little more specific to really offer value to your customers.)
The values I am referring to now are societal ones. They are part of a larger conversation. If you are anything like me, or any one of my entire portfolio of clients around the country, you have seen the news coverage of the pandemic, Black Lives Matter, November’s election, human trafficking, mask-wearing, social distancing, (the list goes on) and have been debating whether your brand should be stepping into online discussions.
No matter where you stand on the issues, there is one universal truth that every business owner needs to know:
A business’s response to the pandemic and news-making social issues will secure brand loyalty or lose it forever.
Customers WANT to know where you stand on the issues so they can better choose how, and where, to spend the money they have. And if it’s a choice between two companies where makes their position very clear and one does not, who do you think that customer will choose?
So yes, it’s time to speak out. Now don’t get carried away and be mean about it or spam the crap out of your email list with thoughts, but be clear about where your company stands on the issues that are affecting us today.
Consumers support brands and businesses whose values align with their own. Think about it: this is why we love small businesses so much! We know the same product may be a little more expensive than at a big box store, but we’re supporting someone’s dream of entrepreneurship (and providing for their family) so we’re willing to pay a little more.
Continue reading the rest of my thoughts and advice on this subject in my latest article published on Thrive Global.