项目五 客服技巧进阶 7. Building customer loyalty (why and how)-1

跨境电商客服CustomerServiceforCBECBuildingcustomerloyalty(whyandhow)-1AdvancedSkillsofThetraditionalwaysfollowedtoincreasecustomerloyaltywerecostingmoreanddeliveringsignificantlyless.Inordertomaximizeloyaltyvalue,businessleadersarestartingtorethinkwhatloyaltymeansandhowtomaximizethevalueoftoday’smostloyalcustomers.Morethan90%ofcompaniescurrentlyhavesomeformofcustomerengagementorloyaltyprogram.WhatisCustomerLoyaltyandWhyBuildingcustomerLoyaltyisImportant?WhatisCustomerLoyaltyIfyouprovidegreatvalueinyourproductsorservicesandaconsistentcustomerexperienceateverytouchpointinthecustomerjourney,thencustomerswillretainyourbusinessbybeingloyal.customerloyaltyreferstothecommitmenttowardsthebrandtointeractorpurchaseonanongoingbasis.Forexample,acustomerwhoalwaysvisitsaparticularicecreamshopwhenhevisitshismothereverymonth.WhatisCustomerLoyaltyKeepingcustomerscomingbackformoreiscriticaltobusinesssuccessAndit’swhyshort-termprofitgrabsdon’twork.Loyalcustomersarejustbetterforbusiness:theyhelpyougrowandkeepprofitshigh.Awell-executedbrandloyaltymarketingprogramcanhelpinthefollowingwaystoretainexistingcustomersDrivesalesconversionsBrandambassadorsBoostrepeatbusinessHighercustomerretentionDrivesalesconversionsReturningcustomersspendcloseto70%moremoneyonproductsandserviceswhencomparedtofirst-timecustomers.Onceacustomerlikesandtruststhequalityofyourbrand,they’remorelikelytopurchaseinhigherquantities.ChatbotHighercustomerretentionWhencustomersbecomeloyal,theysticktoabrandforalifetime.Whatevertheirreasonmaybe,loyalcustomersaremorelikelytodriverepeatbusiness,makingretentionofloyalcustomerskey.BrandambassadorsLoyalcustomerskeepcomingbackthemselves,theywillspreadbrandawarenessthroughword-of-mouthmarketing.Happycustomersarelikelytotellfriendsandfamilyaboutyourbusinessandyourproducts.BoostrepeatbusinessTheloyalcustomersaremostlikelytokeepcomingbacktopurchasefromyourbusiness.Theymayhaveafavoriteproductorservicetheyareinclinedtobecauseoffavorableexperiencesinthepast.Customerloyaltyisthedrivingforceforcustomerretention.Therefore,allmarketersaretryingtocrackthecodeoffosteringonbrandattributesthatleadtoanincreaseincustomerloyalty.Afterall,itcostsfivetimeslesstoretainacustomerthanitdoestoacquireanewone.infactYouneedtobeconsistentlypayingattentiontoyourcustomerstoensuretheyaresupportedandsatisfiedatallstagesofcustomerloyaltyinfactYouneedtobeconsistentlypayingattentiontoyourcustomerstoensuretheyaresupportedandsatisfiedatallstagesofcustomerloyaltyIntheawarenessstage,themainobjectiveisnewpeopleawareofyourbrandandproduct.Thenextistheacquisitionstagewhenyouconvincethepotentialcustomerstosubscribetoyourbrandandgetaccesstotheiremail,phonenumber,and/orsocialmedia.Inordertogetthisaccess,youneedtoprovidethemwithvalue—anexclusivediscountorhighlyengagingcontenttheyarelookingfortosignup.infactYouneedtobeconsistentlypayingattentiontoyourcustomerstoensuretheyaresupportedandsatisfiedatallstagesofcustomerloyaltyThenfollowstheconversionstage,whenyounurtureyoursubscribersbyeducatingthemaboutyourproductvalueuntiltheydecidetobuyThestageusuallyincludesextraincentivestogetcustomerspasttheinitialhesitationofdecidingtomakeapurchase—likediscounts,freeshipping,andearlyaccess.infactYouneedtobeconsistentlypayingattentiontoyourcustomerstoensuretheyaresupportedandsatisfiedatallstagesofcustomerloyaltyAfterpurchasingtheproduct,thefulfillmentstagecomprisesgettingyourproductsorservicestothecustomer’sdoorstep.Finally,theloyaltystageishowyouengagewithcustomerswhohavemadeatleastonepurchaseinordertodrivemorepurchasesandcreatebrandloyalty.Towrapitup,customerloyaltycanbecriticaltoanybusinessnowadays,espe