The stakes of customer loyalty
The main challenge of customer loyalty is to increase the “customer lifetime value”, that is to say the value generated for your company throughout the relationship with a customer, directly and indirectly. This overall objective depends on different factors and therefore marketing levers, which touch on different issues.
Identify your customers
This is the prerequisite for loyalty: it is a question of being able to identify your customers in order to embark them on a relational program by communicating with them directly via the various channels and excluding them from your prospecting actions.
Know your customers better
Enriching customer data is key to personalizing messages, segmenting your customer base, and measuring the performance of your loyalty strategy. Loyalty programs are a great way to collect first-party data on your customers, and put it to use in communication.
Optimize sales with a personalized CRM strategy
Thanks to customer knowledge, you can adjust ultra-precisely the recommendations of products and services adapted to the context of each customer, to improve your commercial performance (repeat purchase, cross-sell, up-sell).
Personalize and enrich customer experience
The customer experience is a strong driver of loyalty: the fluidity of user journeys, the richness of content and services, the impact of communications, the quality of after-sales service… All these elements contribute strongly to loyalty, and must be integrated in reflection.
Increase customer satisfaction
Customer satisfaction is a parameter naturally correlated to loyalty: it is important to be able to monitor it regularly and objectively, through the various points of contact.
Convert your customers into brand ambassadors
Satisfied and loyal customers are potentially the best influencers of your brand. By integrating prescription levers (reviews, testimonials, sponsorships, etc.) into your relationship marketing system, you increase the overall value generated with your customers.
Increase customer retention
Loyalty also involves the ability to anticipate leaks (churn) and limit them through appropriate retention systems: identification of the risk of churn, reactivation scenarios, compensation for dissatisfaction, renewal offers, etc.