You’ve Got a Handle on the Journey, but Will That Translate Into Brand Loyalty?

As part of winning with customers, it’s not enough to just understand the dynamics of their journey. It’s critical to overlay that information with insights about their attraction, loyalty and satisfaction with your brand.

Why? Because engaged consumers are often your best sales tools. We know that today’s consumers influence others across all categories, income levels and regions of the world. They are empowered to use their smartphones throughout the purchase journey to share and learn about products. They write reviews, recommend brands, and organically talk up brands they love to family and friends. Brands that cultivate their support are in the best position to win.

This means you must have clarity on whether your brand is being chosen simply out of habit, or because of true loyalty and commitment.

Engaged consumers are often your best sales tools. We know that today’s consumers influence others across all categories, income levels and regions of the world.”

As we think about today’s world of subscription services such as Amazon Prime and the growing trend toward automatic-re-ordering, it’s especially important to have a strong handle on what is connecting customers with your brand. It’s easier than ever for our customers to get into the habit of becoming repeat buyers. But while you may know how they make their decisions and what it takes to get them to give you a shot, this isn’t enough to truly win your customers over and make them an asset to your brand.

As brand champions charged with growing sales, we love the repeat buy. However, it’s important not to make assumptions that a repeat customer is also a loyal, satisfied customer.

Habit versus Loyalty: Why this matters more today  

If your customer is repeatedly buying your product simply out of habit, she will be ready to jump ship when there is a great discount offered from another brand, when she experiences a mishap with your brand, or when a new/innovative product comes along.

Activating against the critical touchpoints identified along the Customer Journey — and using this in conjunction with brand and satisfaction tracking work — is a powerful combination.”

Winning in today’s highly competitive global marketplace means understanding what your customers value and ensuring you exceed their expectations. An agile brand tracking program that clearly identifies what drives purchase interest, tied in with how your customer views your brand, ensures you know what levers are critical to building greater loyalty.

Activating against the critical touchpoints identified along the Customer Journey — and using this in conjunction with brand and satisfaction tracking work — is a powerful combination. It delivers critical insight that can enable your brand to win in the marketplace.

After the journey is dissected, take the next step by monitoring engagement and ongoing commitment. Ready to learn more about drivers of brand loyalty?

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