Customers can be a fickle bunch, and keeping them returning to your brand for business is often counterintuitively difficult. According to one customer satisfaction survey covering ten major industries, seventy-two percent of customers responded that they were satisfied with the goods and services they purchased. However, eighty-eight percent of respondents also said they’d be willing to swap to a different provider for any reason. It seems contrary to all logic; why would happy customers swap providers if they’re happy with the available products?
Pricing, simply put, is the culprit. When two or more companies price similar products about the same, customers perceive them as indistinguishable, so if push comes to shove, swapping brands means very little to most consumers. That’s why your product or service isn’t enough to secure customer loyalty; for that, you need a strong customer experience. How you treat consumers is as important as what you sell, and the secret to returning clients is treating them well.
There’s evidence this works, too. According to a survey conducted by Price Waterhouse Coopers, almost three-quarters of consumers consider their experience as customers to be important when purchasing products. So, if customers perceive similar products as being equal, they’ll base their decisions on which companies make them feel the most appreciated for their patronage. Thankfully, making customers feel valued isn’t difficult, and by using a consistent, high-quality drip of customer communications, you can keep consumers coming back in the future. Here are some tips on how to use customer communication to bolster loyalty to your brand.
Using Direct Mailing to Build Customer Dedication
Set up a series of “nurturing” mailers to send out throughout the year.
One-and-done communication might create contact between you and your customers, but it’s important not to stop there. Regular communication between yourself and your customers is a crucial step in building brand loyalty. Enter the nurture campaign, a marketing approach that’s less about selling than it is conversing. By consistently sending out more relaxed, more personal communiqués to consumers over the year, you foster a relationship that will keep them coming back. The goal here isn’t a CTA but to let your customers know you value them.
Apply data you’ve collected to bolster your customer relationships.
The metrics and data you collect for your marketing aren’t only useful to you. In your communications with customers, take time to offer tips and case studies in your newsletters that demonstrate your company’s commitment to service, quality, and innovation. Taking time to periodically remind your userbase of your business’s values helps customers see you more personably and fosters loyalty.
Keep your sales pitches tuned to your customer’s specific needs.
Applying data you’ve collected about your customers to your communication is a great way to make your direct mailing feel more personal. If you plan to cross-sell or upsell to customers, base your suggestions on the information you’ve collected to keep your suggestions both relevant and valuable. For example, you might base your pitches off of their past purchases or any subscriptions of their that are expiring.
Ask your customers for feedback.
Everyone loves to talk about their opinions, and customers are no exception. When you can, ask customers for their feedback on you, your services, and your ongoing communications. Collect as much information as you can, and then apply that knowledge directly to business. Responding to feedback with tangible actions shows customers that not only do you care about what their concerns are but that you are willing to act on their feedback too.
Need Help Communicating With Your Customers?
As you can see, communicating with consumers is a crucial way to build brand support. If you’re looking to use your direct mailing to build a relationship with your user base, consider reaching out to us at PMI for some help. For over twenty years, PMI has provided creative marketing solutions to businesses. Whether it’s updating your existing marketing materials or finding new ways to reach out to your customers, PMI is ready to help you share your brand with the wider world. So contact us today, and let us help you build your customers’ loyalty.
