What to do to follow through effectively with customers to create zealotry?
1. Collect data and use it.
First rule of effective marketing is to build a database of your prospects and customers. The more information collected the better. Analyse it. Learn from it and shape your subsequent tactics.
2. Personalize it.
No eblasts. This guest willingly provided you with specific details of their preferences and background. Approach them accordingly.
3. Integrate it.
The worst thing as a customer is to come back for another visit/transaction and have to repeat the whole dialog like its your first-time. Make the data you collected available to all employees. “Nice to see you again, Mr. Tyre. How is that software program working out?”
4. Respond in kind.
If you have asked for a response – survey for instance, or if a note or phone call has been made, then respond. Net Promoter suggests your top people should be responding to the negative comments, not merely those that are gushing praises. Addressing negative situations helps prevent negative word-of-mouth and often gains the respect of the person.
5. Don’t give them another card.
Promotional and loyalty companies will no doubt disagree, but do consumers really want another “loyalty/frequency” card to keep up with? It has become me-too marketing and most often has a negative payout. Again, a well-planned and executed database and directed strategy can accomplish more, at less cost and without requiring your customer to jump through hoops in order to be delighted.
6. Announced “loyalty” rewards are expected. Unannounced rewards delight.
An announced/promoted loyalty program is done so to help make the purchase in the first place. An unannounced reward is more of a true “thank you” for your loyalty. Is your objective one of discounting to gain multiple purchases or to thank your guest for attending, purchasing or sharing their experience with others?