An organisation must have a customer retention plan in order to finalise them correctly. And for this, the organisation must develop a central strategy oriented to the consumer, which involves having the customer as the centre of business philosophy.
Loyalty is a consequence of several activities. First, you have to attract customers, then retain them and in a third stage to keep them loyal. When capturing customers, they are usually new. They can, but maybe they are customers who take advantage of some offers and as they are of our brand may be with another.
Loyalty is something more. It is when the customer identifies a lot with our brand and having that identification stops being a consumer, it is called prosumer. It is someone who will buy us anyway, who identifies with the brand, defends it, recommends it and represents it with nothing in return in the networks. That is, it is an active consumer. There is a lot of interaction through this user already loyal.
Customer retention goes hand in hand with the experience that the consumer may have when acquiring a product or service. If that experience is satisfactory, as, on any channel, there may be a buyback. Certainly, the organisations develop different activities like the emission of bonus points, for example, that stimulate the customer to continue buying.
But in the digital, field the important thing is that the customer is retained and then loyal, not for the offer of a company but for all the experience that can receive in that channel.
We cannot think that the digital channel will only serve to contact us, we must see what the real contribution of this channel. In some cases, it will retain customers; In other cases, it will be loyalty to a specific group.
Strategy for the consumer
To reach that level, the organisation must have a consumer-oriented strategy. Working with the consumer is very complicated. First, there must be a conviction that goes from the top management to the people who contact directly with the customers. There must be an interaction that occurs through the different actions that can be generated in the digital channel. But how do we make our followers in social networks only see our mark and no other brands?
Let’s not forget that loyalty does not happen from the beginning. It is a process that involves knowing the consumer. If we do not know, we will not know what additional we can offer without feeling pressured or harassed. In addition, we must know that not all customers are loyal. Not everyone is interested in loyalty campaigns.
The main contribution of the digital brand is that it allows a better relationship with customers. While the digital channel helps in that sense, it alone does not help: it must respond to a strategy developed in the marketing area of any company.
We cannot think that the digital channel will only serve to contact us, we must see what the real contribution of this channel. In some cases, it will retain customers; In other cases, it will be loyalty to a specific group. The important thing is that it is part of a strategy. Otherwise, it will not work.
From your experience, do you consider that organisations increasingly involve their digital channels within a consumer-oriented strategy?