Strategies for improving customer loyalty

Customer experience is becoming an important subject among brands' decision makers, according to a recent CMS article.

Customer experience is becoming an important subject among brands' decision makers, according to a recent CMS article. That's because these interactions usually determine whether or not patrons will return when they need to make another purchase, recommend the company to family members and friends or even become a brand advocate. As such, businesses are more often looking for new ways to improve their customer experience management.

One way to ensure customers are having enjoyable experiences is to first look at employees. Engaged employees usually deliver better service than disgruntled workers who do not share their employers' values or believe in their products.

Mystery shopping can be an effective way to catch a glimpse into customers' experiences with employees on a day-to-day basis. Before hiring a mystery shopping company to visit store locations, supervisors can hold a staff meeting in order to re-visit expectations. A small check-in can ensure employees are clear on policies regarding appearance and behavior on the sales floor. It can also be an opportunity for supervisors to motivate them or offer incentives to those who earn the highest scores, rather than punishing those who receive less-than-perfect reviews.

An article by Entrepreneur also recommends that companies can enhance customer experiences and increase loyalty by following up with sales, opening up to feedback on all sales channels, responding to that feedback and communicating goals across departments. If businesses aren't capitalizing on all of these chances, they might be forfeiting valuable loyalty-building opportunities.

If businesses want to ensure they are inspiring loyalty across digital channels as well as in brick-and-mortar stores, they can check that customers are receiving 'thank you' emails promptly after purchases are confirmed, or that customer service representatives answer consumers' questions posted on social networks within 24-hours.