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How to Build Customer Loyalty in 8 Steps



How to Build Customer Loyalty in 8 Steps

Customer loyalty is an important factor in any business’s growth. It involves keeping customer engagement high, creating a positive customer experience, and encouraging customer retention. Loyal customers will help to create word-of-mouth exposure, increase customer referrals, and promote repeat spending.

Building customer loyalty should be a key goal for any business that wants to maximize its success for long-term growth. Achieving customer loyalty can be done through small steps such as offering rewards or discounts for loyal customers, providing excellent customer service, and personalizing customer interactions.

Eight steps to building a customer loyalty program

Hire good employees

Building a customer loyalty program can be an effective way to grow your business, but only with the right employees who understand customer service. When it comes to hiring staff to boost customer loyalty, it’s important to look for employees with strong customer service skills, like active listening and problem-solving capabilities. These individuals should also be able to recognize customer needs as quickly as possible and look for creative solutions that help build customer trust.

Furthermore, you should make sure your customer loyalty team members have excellent people skills and know how to maintain a pleasant and inviting atmosphere by having upbeat attitudes and showing genuine enthusiasm while engaging customers. By doing so, you will ensure you have the right talent in place to make your customer loyalty program both successful and rewarding. If your company chooses a hybrid workspace, it can bring challenges as well, so check whether your employees have all resources to increase customer loyalty.  

Identify loyal customers

Identifying loyal customers to build a successful customer loyalty program starts with customer data analytics, as customer data can provide insight into customer behavior, preferences and shopping habits. Through customer data analytics, businesses can create marketing campaigns that target the most frequent and highest-spending customers, offering them special rewards or discounts for their loyalty. This way, not only can you get higher conversion rates, but you also increase sales too.

Additionally, businesses should strive for customer satisfaction in order to identify who their most loyal customers are; customer feedback surveys on products and services, allowing customers to provide honest answers anonymously, can be an effective tool in learning which customers will remain loyal even through difficult times or changes.

Research customer needs and wants

Building customer loyalty through successful customer loyalty programs is key to developing any modern business. To do so, thorough research into customer needs and wants must be conducted. In addition to this, you can formulate a lead generation strategy that will help you create campaigns that target customers’ needs.

Companies should consider surveys, customer feedback, and customer service records when determining how to improve customer loyalty. Additionally, interviews with customers and focus groups can provide invaluable insight into not only customer behavior but what customers want from their customer experience. Building customer loyalty requires an understanding of individual customer needs, wants, and values; research provides the basis for this development.  

Find ways to incentivize customer behavior

A customer loyalty program is only as successful as the customer engagement and activity that it inspires, so providing incentives to customers who regularly interact with or purchase from your business is essential. Doing so can be as simple as offering discounts or special offers on products related to those they have already purchased or sending out bonus points for referrals.

Keeping customer activity fresh and creative by introducing new incentives can often help ensure customer loyalty over time. Incentivizing customer behavior will make them feel valued while also sparking excitement and enthusiasm each time they engage with your brand. When your online school offers courses on how to become an air hostess, connect with your students, and encourage them to share their success stories and give rewards.

Provide specific rewards for customer loyalty

Organizations that wish to create a customer loyalty program should recognize the importance of providing specific rewards for customer loyalty. In order to incentivize and reward customer loyalty, companies should consider implementing programs that provide considerable discounts on goods or services, exclusive access to products before they go public, or other tangible benefits. Consumers will be more likely to engage in loyalty programs with clear, achievable outcomes that preserve their customer status and offer unique opportunities they would not normally experience elsewhere. Reward customers who are using your digital learning platforms by offering discounts for a premium plan for your educational solution.

Train Employees Constantly

Companies can start by recruiting a customer loyalty team collected of customer-service-oriented individuals who have in-depth training in customer management philosophies and techniques.

The team should regularly conduct refresher courses for other employees to make sure everyone understands the goals of the customer loyalty program and how those goals should be met. Additionally, employees should receive training on customer service protocols, such as how to handle customer feedback quickly and courteously, using their knowledge of customer loyalty principles to address customer complaints with tact and empathy. When promoting your healthcare chatbot, ensure that your employees are equipped to market it in a perfect way.

Be responsive

Responding promptly and appropriately to customer inquiries, feedback, and questions paves the way for customers to trust the brand and its customer loyalty program. Companies should make sure customer service representatives are equipped with the right tools to quickly provide customer support, as well as create personalized experiences that encourage customers to come back often. Building customer loyalty is an essential step to grow your audienceans the basis for a business’s long-term success, and staying on top of customer responsiveness can help make it happen.

Brand Your Loyalty Program

Establishing customer loyalty is essential for any business. One method to accomplish this is to build a loyalty program that rewards customers and encourages them to keep returning. Branding your loyalty program is key to gaining customer trust and creating long-term customer relationships. Using customer feedback, ask yourself questions such as how could you make it smoother for customers to benefit from the program while holding customer data securely?

Put thought into the design features such as graphics, customer incentives, and customer communication channels so customer loyalty will build over time. With thoughtful planning and attention to customer service standards, your customer loyalty program will lead to success.


Customer loyalty is crucial for the success of any business, but fostering it can be a challenge. Organizations should, where possible, reward customer loyalty in order to reap the rewards long-term. Ultimately customer loyalty is essential to retain customers and grow the customer base. It’s not only important for customer satisfaction, but it also helps increase customer retention, which enables businesses to drive revenue growth and build sustained customer satisfaction.

Dedicating time and effort to genuinely connect with your customers on this level will go a long way in increasing customer loyalty over time. By having a well-thought-out strategy and dedication, businesses can ensure they build lasting relationships with their core customer base, which will keep them coming back more often and ultimately boost business profits in the future.

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Advocate | DigitalMarketer



Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.

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Drive Conversions and Generate Engagement With Instacart Promotions



Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.


What are Instacart Promotions?


Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”


– Ali Miller, VP of Ads Product at Instacart


Source: Instacart


How Do Instacart Promotions Work?


Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  


Example of Instacart Promotions

Source: Instacart


Instacart Promotions Benefits


Deliver Value and Savings to Consumers


With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.


Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  


Tailor Your Campaigns to Specific Objectives


With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 


Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 


Access Real-Time Performance Insights 


The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.


Hot tip: Make sure your budget matches your discount and objectives.


“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti


Interested in Instacart Promotions?


With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.


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(Re)Introducing your favorite Optimizely products!



(Re)Introducing your favorite Optimizely products!

It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 



Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 


Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 


Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 


Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 


Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 


Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 


Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 


So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  


Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  


Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 


Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 


Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | 


Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  

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