Encourage loyalty to your brand: the results of the company will thank you

No matter the market, the size of the company and the many realities: the impact of reputation and customer loyalty yield higher and better sales, in the same way as adding value in premium products and services aimed at the segment most loyal to brands and companies.

A company that wants to have loyal customers, loyalty must be understood internally from high to low & even by the doorman who receives a visit cordially. Reputational benefits extend loyalty to all audiences, customers, suppliers, credit institutions and investments, press, resellers, service providers and so on.

That loyal customers are more profitable no one doubts.

First, they exempt companies and brands from the enormous effort of attracting those not yet adherent to their products and services.Second, because they have the potential to consume more and better than others, increasing results in volume and profitability.

This is also known by everyone: loyal customers often become true ambassadors, expanding the reach of disclosure about brands and companies in an organic and qualified way & OW mainly in times of primacy of social networks, where recommendation or good grade is essential for consumer purchase decision making.

Here comes the famous reputation.

Companies with good reputations sell more, do better business, have a better chance of succeeding in negotiations.Sellers of well-concepted companies spend less time in waiting rooms, are received with greater attention and have an easier time talking to the various people who, in one way or another, may play an important role at some point in the sales process, receiving documents or resolving backlogs.

No one chooses a brand, product or service whose reputation is compromised.

The point is that to have a good reputation you have to caprichar in many territories, since it, the reputation, is built throughout life, piece by piece, as in a gigantic puzzle in which one of them (perhaps the most subtle 'IS a reflection of the quality of the relationship with customers and other audiences.

Imagine a customer very satisfied with his purchase. The research prior to the acquisition showed a legion of adorers. The process of sale and payment he found was fluid, often with friendly, polite and helpful professionals along the way. The delivery on time added extra point of satisfaction. The use of the product, however, left some doubt and the customer was led to contact, say, with technical assistance, where he came across grumpy or impactful attendants; ready: reason to spare to impact his appreciation for the transaction.

It is no use the seller to be skilled in the relationship, if there at the other end the customer finds a dry, cold, insensitive service. As all these processes have reputational impact, just a tip fall for the brand, product, service or company lose points and perhaps be disregarded in a next acquisition.

This also occurs internally with employees, exposed to endless relationships. Buyers, financiers and many other audiences go through the same script. The tone of the relationship should come from above, from the corporate top, and descend downhill to the doorman who receives a visit cordially.

Packages ready & magic solutions

When it comes to relationship marketing often come magical proposals for solutions expressed in programs many of them inspired, perhaps, in the old model of pizzerias, “buy 10 and win one for free”.

When this type of program was new this model until it could work, but there was a brutal evolution and such programs became a business in themselves.The segment of companies specialized in the supply and exchange of points (or miles) accumulated with each acquisition for products, services and airline tickets, gathered under the Brazilian Association of Loyalty Market Companies (or miles)ABEMF), showed that its turnover reached R$ 5.2 billion in the first quarter of this year, 7.6% higher than in the same period of the previous year.

The point is that although programs of this type fall like a glove for companies with tens of millions of customers, such as airlines and cards (from which most of the companies specialized in the segment were born), they are fatally not suitable for those companies with different characteristics, especially in the area of b-to-b.

Each case is a unique case, there are no equal companies with identical realities, so relationship programs must be designed to measure. A drug industry has market characteristics that have little to do with a factory of poles or other hinges.

Personalization

Without personalization there is no way to talk about relationship marketing, whose practical application is not limited to well-made games, but depends on broad planning and a lot of discipline and contribute to the company as a whole be well-seen and, with this, collaborate for the relationship to do its part in building reputation.

The infinite resources provided by information technology provide numerous alternatives to programs in which customization is present and the impact guaranteed. But not always the use of these resources is necessary or indicated.

An interesting example is that of a labor rental consultancy that, among other well-studied activities, took advantage of reading the newspapers of the day to catch facts regarding its customers or the market of performance of the said whose. This done, a personal note was sent greeting the director of the client company. Another, a luxury car dealer, who sent a simple pencil ithis, a good quality pencil, but anyway a simple pencil ithout high-income buyers with an observation in the line “let write together beautiful stories with your new Porsche”.

Of course, in the digital field, where data on customers abound, today, many of the barriers of technological costs have been broken, there is practically no reason not to use them to personalize the relationship, in addition to good shopping recommendations.

Practice good relationship and encourage loyalty as one of the reputational pillars.