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CUSTOMER TRUST: HOW TO WIN AND KEEP?

In a situation where attracting a customer is not a problem, but they do not bring enough profit, there are a couple of solutions: increase prices or return and increase organic traffic to your product through recommendations from your customers. Having such a problem, the best solution will be to increase trust and loyalty to you.

Автор статьи: Анна Туркуман

Дата публикации: 2022-02-04 12:48:12

There are sales, but they are expensive? 


In a situation where attracting a customer is not a problem, but they do not bring enough profit, there are a couple of solutions: increase prices or return and increase organic traffic to your product through recommendations from your customers.
Having such a problem is the best solution and will increase trust and loyalty to you.

Довольный клиент - не просто моральное удовлетворение и работа на чистоту совести, а деньги,

A satisfied client is not just moral satisfaction and work in good conscience, but money, net profit. You can make fabulous investments in promotion, packaging and advertising, but if staff mistakes are made, deadlines are missed and the client does not feel valued, he will not return to you a second time and will not recommend you to his friends.
Remember, if a client makes a deal with us again, our profit increases several times! And this applies to absolutely any company, any niche or category.

STAGES OF THE ORIGIN OF LOYALTY:  

1 - FIRST VISIT: 

A person comes to you for the first time on the recommendation of friends, or he just saw targeted or contextual advertising, or maybe he just looked at you along the way.  
The user studies your product and forms an opinion about the service. Then there are three options for the development of events: 

  • Buys nothing;
    the most likely, but this does not mean that the client is irretrievably missed. Perhaps the product is not critically needed for him, and he will return, deciding that your offer is better than that of competitors.
  • Postponed the purchase for later;
     often ends up in nothing. If a visitor does not want to buy from you right now, it is likely that he will never do this: he will forget, go to competitors, change his mind.
  • Buying right now.
    In this case, there is a chance to get a loyal customer. The next step will be decisive.

2 - FIRST DEAL:  

The key point that determines whether the buyer will return to you. First of all, it depends on the quality of the product and whether the person's expectations match the type of deal you are giving them.

Obviously, any transaction is an exchange, and how you conduct this exchange will affect whether the client becomes your regular, whether he will be satisfied with the quality of the product or service. All of these are direct factors influencing your customer lifetime value determinations.

 

TYPES OF EXCHANGE - WHAT IS IT AND WHAT ARE THEY?

  • Partial exchange - the product or service you provide partially does not meet the client's expectation and what he expected to receive. Insufficient quality performance, service, little attention paid to the client, and so on. When conducting an exchange of this format, you lose a client and personally give it to your competitors.
  • An equal exchange - everything that you provide to your client fully meets the client's expectations. In this case, you earn by multiplying, because you do not spend money on attracting customers and open a new channel “Recommendations”
  • Exceeding exchange - the client receives more than he originally expected. The received bonuses cause not just satisfaction, but additional pleasure.

From a rational point of view, the exchange is lower than an equivalent exchange - wasted money, time and effort to attract. If this happens to you, you definitely lose your profit.

3 - REPEATED VISITS:  

When the expectations of the transaction are satisfied, the client is more likely to come to you again. Try to keep him with promotions and interesting offers, pay attention to him so that he feels your care. Then the client will begin to distinguish you from similar firms.

4 - ATTENDANCE:

We have not won customer loyalty yet, but we are close. He already knows about us, he is confident in the ratio of quality to price, which suits him. The client is no longer looking for competitors and does not compare products, to become a regular customer of our company.

5 - LOYALTY:

If a client has been using the company's products for a long time, he is satisfied with everything and there is an emotional attachment, then he moves into the category of loyal ones and prefers a particular company to everyone else.

HOW TO DEFINE THE QUALITY OF LOYALTY?

A crisis for business can play a good indicator. In a crisis, people's consumer preferences change, because the majority of them have less money in their wallets. In this position, people choose more carefully where to spend their money. They begin to ask themselves questions: “Why this particular service, this place, this product?” Is it really necessary? 

During this period, it is important to understand what customers expect from a transaction with you and how to provide it to them. Find out what he's willing to pay for. Then, you can get additional customers due to the fact that they become less loyal, their preferences change: they look at other signs, lean towards other brands and companies.

If during a crisis your competitors' sales are collapsing, this does not mean at all that your business is waiting too. These circumstances can turn into growth for you, as this is the most favorable environment for poaching consumers from competitors.

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