Keys to customer loyalty in times of crisis
In times of crisis, customer loyalty is as important as attracting new users. ActionsDATA offers some tips for companies to improve their relationship with their clients in the current situation.
Retain and retain customers is a priority for companies in times of crisis. Now, more than ever, it is important that they are satisfied to maintain a stable consumer base and not lose profit margins. Clients, in addition, are increasingly better informed, are demanding and interact in search of the best offer.
These are some keys to achieve it:
Understand the client: In times of crisis the needs of people change and it is vitally important to understand their motivations. The effective management and exploitation of databases (whether of current customers, subscriptions, potential customers, associates, etc.), which are one of the company’s main values, allows us to make innovative and differentiated proposals to increase customer loyalty. to the clients. The better you know the current and potential customers, the more possibilities you have to adapt to the market, and the changes that take place in it.
Invest wisely. It is not the time to stop investing but to do it intelligently and study well what products, messages and what media to choose. Investing, for example, in CRM (Customer Relationship Management) helps improve cross-selling or upselling (selling more valuable products), as well as increasing user satisfaction and overall sales. These objectives acquire added importance in times of crisis because the cost and effort necessary to sell to existing customers is less than what is needed to get new ones.
Follow the consumer’s trail. Analyzing the information that a client leaves through the web or through a survey, knowing the consumption that he makes of our products and services or the response he has had to our campaigns is fundamental to offer a continuous dialogue with him and adapt to his needs At present, there are analysis processes that allow us to verify the efficiency of our actions and that provide valuable information to improve the relationship with customers and focus well on future actions.
Approach the user intelligently. If the marketing is directed to the consumer taking into account their interests, advertising will not be seen as intrusive, but as a knowledge tool. Precisely for that reason, companies like Google, which offer new ways to reach the user taking into account their preferences and interests, are giving such good results.
Segment customers: Not all customers are equally profitable. Each consumer has a life cycle and a value that is necessary to know. One of the most used tools for loyalty today is the Behavioral Targeting, a segmentation technique based on the behavior of users on the Internet that allows collecting which pages a user visits, the time they browse, the frequency of their visits … In this way profiles of each individual are created and groups or segments of users with homogeneous profiles are identified. Only in this way can personalized offers be chosen based on the customer’s knowledge. Focusing on the most profitable segments or with the highest growth prospects allows optimizing the use of a budget and increasing the performance of commercial actions.
Improve the relationship of trust. Relationship marketing improves the quality of customer relationships and creates a stream of empathy towards the company. This is essential at times when customer trust is the only thing that can make a difference. In addition, it allows to optimize the resources that are available based on the strategic value of each client through direct marketing and promotional actions, field actions or loyalty programs that improve sales.