When it comes to creating customer loyalty, some businesses have it easy: a punch card for a free meal at the local fast-food joint, miles or points for airlines’ frequent fliers or free shipping for regular users of Amazon.com and countless other e-commerce sites.
Doctors, not so much. Needless to say, offering punch cards for Botox or bonus points for butt lifts probably isn’t a good idea. Nevertheless, generating loyalty remains the key to retaining existing business, which, as we’ve seen, is among the most cost-effective ways to generate good ROI.
So what drives customer loyalty? As common sense would suggest — and this infographic from Zendesk shows — quality and customer service trump price, convenience and everything else. And when nearly one-half (48%) of people say the best time to earn that loyalty is during their initial purchase or service, it really is true that you don’t get a second chance to make a first impression.
The most telling insight of the above, however, isn’t what drives customer loyalty, but rather, the actions customers take to demonstrate it. According to the data:
- 78% spread the word and tell others
- 69% buy more
- 54% don’t consider other competing products/companies
Telling others, buying more and not even considering other providers. Now, that’s loyalty that pays for itself — in reputation, in referrals and long-term ROI — and you don’t need to offer a punch card or bonus points to earn it.