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Steps to Building Customer Loyalty

Let’s talk about something that can be quite challenging but crucial for business – customer loyalty. In the world of corporate gifting and incentives, building customer loyalty is super important, it’s the secret sauce that keeps clients coming back for more. So, sit back, and let’s dive into some useful tips on how to build and maintain rock-solid customer loyalty.

Why Customer Loyalty Matters

First things first, why should we care about customer loyalty? Well, loyal customers are like gold dust. They not only stick around and keep buying from us, but they also become our best brand ambassadors. They spread the word, bring in new customers, and often spend more than new customers. In a nutshell, nurturing customer loyalty can boost your bottom line and create a community of raving fans.

Customer loyalty also reduces the cost of acquiring new customers. According to various studies, it can cost five times more to acquire a new customer than to retain an existing one. Moreover, loyal customers are less sensitive to price changes and more forgiving of occasional slip-ups. They trust you, and trust is a powerful currency in business. Therefore, investing in customer loyalty is not just a nice-to-have; it’s a strategic move that pays off in the long run.

Know Your Customers

Imagine going to your local coffee shop and the barista remembers your usual order. Feels good, right? That’s the power of knowing your customers. The more you understand their preferences, needs, and pain points, the better you can serve them.

Start by collecting data through surveys, feedback forms, and social media interactions. Use this data to create tailored experiences that make your customers feel valued. Tools like CRM systems can help you track customer interactions and preferences, making it easier to tailor your offerings.

Don’t stop at just collecting data – review it to uncover trends and insights. For example, if you notice that a segment of your customers prefers weekend getaways, you can tailor your marketing campaigns to highlight weekend experiences. By continuously learning about your customers, you can anticipate their needs and exceed their expectations.

Boost Customer Loyalty with Personal Touches

Building loyalty isn’t just about the big gestures; it’s often the little things that make the most impact. Custom-made emails, birthday discounts, and surprise gifts can turn an ordinary customer into a loyal advocate. For example, sending one of our fantastic gift cards for a customer’s birthday not only delights them but also gives them an unforgettable experience.

Building customer loyalty can also extend to how you communicate with your customers. Address them by their names in emails, acknowledge their past purchases, and recommend experiences that align with their interests. The key is to make each customer feel special and appreciated.
Consider setting up automated email campaigns that trigger based on customer actions. For instance, if a customer hasn’t interacted with your brand in a while, send them a “We Miss You” email with a special offer. These small touches show that you value their presence and are thinking about them, even when they’re not actively engaging with your brand. The average conversion rate for existing customers is between 60 and 70 percent, but the rate for new customers is between 5 and 20 percent, so building customer loyalty through personal touches really pays off.


Setting Up a Customer Loyalty Scheme

A well-designed loyalty scheme is like a magnet for repeat business. It rewards customers for their continued support and encourages them to keep coming back. Here are some steps to get you started:

1. Define Your Goals:

What do you want to achieve? Increased sales, higher engagement, or more referrals? Be clear about your objectives. Your goals will guide the structure and rewards of your loyalty scheme.

2. Choose The Right Rewards:

Offer rewards that your customers will love. Whether it’s exclusive discounts, early access to new products, or free experiences, make sure the rewards are enticing. The rewards should be valuable enough to motivate your customers but also sustainable for your business.

3. Make It Easy:

Ensure that the scheme is simple to understand and easy to join. No one likes complicated sign-ups! Provide clear instructions on how to earn and redeem points or rewards. The simpler the process, the more likely customers will participate.

4. Promote It:

Use all your channels – email, social media, and your website to promote your loyalty scheme. The more visibility, the better. Highlight the benefits of joining and share success stories of other customers who have enjoyed the rewards. Regularly remind your customers about the scheme to keep it top of mind.

5. Engage Regularly:

Keep the excitement alive by regularly updating your scheme with new rewards, bonus points, events, and exclusive offers. Consistent engagement will keep your customers interested and active in the scheme.

Here is an example of a successful customer loyalty scheme from Starbucks:

Setting Up a Referral Scheme

Word of mouth is powerful, and a referral scheme can turbocharge your customer acquisition efforts. Encourage your satisfied customers to refer friends and colleagues by offering incentives.

Here’s how:

  • Create Attractive Incentives: Offer both the referrer and the referee something valuable, like a discount on their next purchase or a free experience. The incentive should be compelling enough to motivate your customers to refer others.
  • Simplify the Process: Make it easy for customers to refer others. Provide them with a unique referral link or code they can share effortlessly. The less effort it takes to refer someone, the more likely your customers will do it.
  • Track and Reward: Ensure you have a system in place to track referrals and reward participants promptly. Transparency is key – keep your customers informed about their referral status and when they can expect their rewards.
  • Promote Your Scheme: Just like your loyalty scheme, make sure to promote your referral scheme through all available channels. Use email campaigns, social media posts, and in-store signage to spread the word. The more people know about it, the more successful it will be.
  • Thank and Acknowledge: Always thank your customers for their referrals, regardless of whether the referred person makes a purchase. A simple thank you note can go a long way in showing your appreciation and encouraging future referrals.

Encourage Customer Feedback

Last but not least, always encourage feedback. It shows customers that you value their opinions and are committed to improving their experience. Whether it’s through regular surveys, feedback forms, or direct conversations, make it easy for customers to share their thoughts.

Act on the feedback you receive. Address any issues and let customers know what changes you’ve made based on their suggestions. This not only builds trust but also shows that you are listening and care about their experience. Regularly update your customers on how their feedback has shaped your products or services, this transparency fosters a deeper connection and loyalty.

Additionally, consider creating a community or forum where customers can share their experiences and ideas. This not only provides valuable insights but also creates a sense of belonging among your customers. Engaging with your customers in this way can turn them into advocates who actively promote your brand.

In a Nutshell

Building customer loyalty is an ongoing journey, not a one-time effort. By knowing your customers, adding personal touches, setting up effective loyalty and referral schemes, and actively seeking feedback, you’ll create a loyal customer base that loves and champions your brand.

At Virgin Incentives, we’re all about creating memorable experiences that delight and engage. Let’s work together to turn your customers into lifelong fans. Find out more about the rewards and incentives we can offer by speaking to a member of our team below:

So what are you waiting for?
Let’s get talking!