Brand loyalty is how a business shines in the market while spending less on marketing. It is a mark of exceptional products and customer service offered by a brand. And let’s not forget that it’s costlier to attract a new customer than retain an existing one.
CX is one of the best strategies businesses have to increase and strengthen brand loyalty. But how does CX impact loyalty, and how can brands utilize it to leverage their brand?
Let’s talk about it.
Impact of CX on brand loyalty
An exceptional customer experience is when clients enjoy an effortless and engaging service from the beginning to the end of the customer journey. It rewards businesses in ways, one of the most remarkable advantages being brand loyalty.
Great customer experiences make customers feel special. So, even when there are many other brands offering the same products, they will remain with your brand. CX also makes a brand more humanized and helps foster deeper connections with customers. It increases brand loyalty. Personalized customer experiences that offer useful product suggestions, loyalty schemes, and discounts strengthen brand loyalty further.
When customers enjoy doing business with you, they are likely to spend more. Impulsive purchases and a bigger basket size mean more revenue for your brand. That’s not it. Customers will also purchase repeatedly from your brand, giving you a consistent and healthy income stream.
Moreover, offering relevant customer experiences make customers feel heard. So, they also recommend the brand to people they know, and it helps in attracting new customers. Brand loyalty created through CX improves word-of-mouth marketing, and the business will benefit from high profits.
Strategies to increase brand loyalty through CX
Brand loyalty stems from happy customers. So, prioritize your customers and focus on understanding their purchasing behaviors and expectations. Identify pain points they face during the customer journey and fix them gradually. Knowing your targeted customers in and out helps you provide personalized experiences, which are a key factor of loyalty.
Prioritizing your customers also includes listening to their valuable feedback and taking relevant action. Whether it’s survey results or website reviews, feedback gives you a realistic picture of your products and customer service. So, measuring customer experience consistently and improving the buying journey shows that you care.
We also cannot talk about brand loyalty without addressing the importance of employee engagement. Satisfied and motivated employees are quintessential for a brand to excel in customer experience. This is especially true for customer-facing employees. You can invest in training and educating employees on treating customers better and offering them great service.
The role of emotions in CX and brand loyalty
Emotions are a defining factor in brand loyalty. When customers feel joyful, they return to the brand for future purchases. They may also showcase their appreciation on social media and post positive reviews about them. So, the emotional experience offered by a brand has the power to improve CX as well as brand loyalty.
Forging strong emotional connections between the clients and the brand is an investment. For this, businesses need to measure and evaluate how customers feel about the brand, buying journey, and products offered. One of the best metrics to measure emotions is EVI®. You can use it to determine how customers feel at different touchpoints and improve their experience. The goal is to evoke positive emotions that drive loyalty and retention.
Importance of consistency in CX across different touchpoints
An amazing customer experience involves an amazing buying journey where the quality of experience in every stage is consistent. Whether it’s in-store, online, or via social media, customers should be able to enjoy an effortless buying experience, prompt support, and an easy return process.
This way, customers know that they will receive the same level of superior service across all touchpoints and all channels. It improves the reliability of your brand and strengthens the trust clients place in you. That elevates their satisfaction and strengthens brand loyalty.
CX professionals need to take a holistic approach and improve the experience from every angle. When clients find your offering more convenient than other alternatives, they will stick with you.