11 Strategies to Create Long-Term Loyalty Relationships with Your Customers

Co-authored by Linda Chau and Kai Hynes

Last Updated: January 18, 2022 References

If you’re part of a company looking to build a loyal consumer base, it’s crucial to learn how to create long-lasting partnerships with your customers. Long-term loyalty relationships focus on more than just sales: they require you to go above and beyond in showing your customers that you care about them and their individual needs. And while winning over new customers is always important, don’t forget about strengthening the connections you already have, too. Read on for tips on how to go about building long-term loyalty relationships with customers both new and old.

1

Communicate directly with your customer.

Building a relationship requires honest connection. Faceless corporations often have little regard for their customers as emotional beings. You can separate your company from big-name competitors by showing customers that your company is run by real people looking to foster genuine relationships.^{[1]
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- Consider writing out individualized messages instead of sending automated responses when customers contact your company.
- Use the customer’s name as much as possible in a call or email to make the interaction personable.

2

Make your customer feel special.

Show your customer individualized attention. Put effort into your interactions by being friendly and engaged from the first time you speak to each other. Make your customer want to call or email you just to have a conversation.^{[2]
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- Talk to the customer like a friend. Start your conversations with, “How are you today?” or “Have you been up to anything fun lately?”
- Learn as much as you can about the customer, like where they live, or hobbies and interests they have. Connect with them over things you have in common.

3

Tell your customer you appreciate them.

Everyone likes to be told they matter. Telling your customer that you care about their business is crucial to keeping them. Look for reasons to thank or compliment your customer, and let them know that their business is valued by you and your company.^{[3]
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- Though personalized compliments are always nice, a straightforward “Thank you” or “We appreciate you” in the subject of an email can be enough, too.

4

Reward loyal customers.

Entice customers to buy from you again. Loyalty can be difficult to develop when customers have so many options to jump from. One way to get customers to come back is to give them a financial incentive. Consider creating a rewards program to inspire continued interest in your company’s services.^{[4]
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- Implement a points program with digital or physical punch cards. Once a customer has accumulated enough points, reward them with a discount or freebie.
- Use this as an opportunity to make customers feel special. Create a contact list with personal info. Then, send these customers exclusive promo codes on their birthdays!

5

Ask your customer if they have questions.

Be proactive about maintaining communication. The customer might feel that reaching out to a company with questions is daunting, so it’s up to you to take the initiative. Offering a helping hand is an easy way to make your customer feel cared for.^{[5]
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- Follow up your first sale with a call or email. Ask the customer if they’re satisfied with the product or if they have any questions.
- Compile a list of common questions customers have about your products. This way you can beat customers to their own questions when you reach out!^{[6]
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6

Listen to feedback.

Allow customers to share their opinions. Encourage your customer base to tell you how you can better serve them. Let them know that you care about their opinions and that you’re willing to do whatever it takes to make sure they’re satisfied.^{[7]
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- Star ratings, polls, and written reviews are great ways to gauge and improve customer engagement.
- Making customer reviews publicly visible shows your base that you’re transparent and eager to do better.
- Respond to reviews if you can! Going the extra mile and communicating openly can make a huge difference in how a customer views your relationship.

7

Learn about your customer.

Understand why your customer does business with you. Doing research on your customer is integral to ensuring that they continue using your services. Figure out what you can about the customer to make sure you’re consistently providing services they like and want to continue using.^{[8]
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- Use data tracking technology to see what services your customer uses most. Promote these services through social media or direct communication.^{[9]
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- Ask customers why they do business with you through surveys. This can also be a way to see what they would like to see more or less of from you.

8

Differentiate your company from competitors.

Prove to customers that your products can serve their individual needs. It can be difficult to stand out in a market where so many companies are fighting for the same customer base. In order to ensure loyalty, you need to advertise to customers that no one else can offer what your company offers.^{[10]
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- Write a business motto or mission statement that caters to a specific community.
- Research competitors’ websites and products to make sure your company presents its image and services uniquely.

9

Interact with your customer online.

Use social media as a marketing tool. Keep in contact with your customer base and provide consistent updates to them through online platforms. Having an accessible and informal method of connecting with customers can make them feel comfortable engaging with your company.^{[11]
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- Make sure your website and social media profiles are visually appealing and easy to navigate.
- Social media profiles are easily shareable, meaning customers could recommend your company to their friends by showing them your profile.
- Use social media to celebrate individual customers! Make a post about someone who has benefited from your services to show the rest of your base that you care about them.

10

Be consistent in your presentation.

Show your customer that they can depend on you to deliver. Get your customers to expect a certain quality of service from you, and make sure you can give it to them every time. You can create this perception by making sure your company’s image remains the same every time customers interact with it.^{[12]
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- Your company’s visual media plays a large role in maintaining a public image.
- Consider creating a voice or language that every customer service member uses to make customers view your company as one cohesive service.
- Implement positive buzzwords, like “Fantastic” or “Above and beyond,” as regular terms in your company’s vocabulary with customers.^{[13]
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11

Build a happy customer service team.

Customer relations depend on trustworthy employees. There’s no questioning a direct link between happy customers and happy employees. Take time to build company morale and create long-term relationships with your employees. They’ll be more likely to return the favor with customers!^{[14]
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- Host company events to make employees feel like they’re part of a family. Outings and potlucks are a great place to start.
- Make sure your whole team is well-trained and up-to-date on everything the company is doing. Customers appreciate speaking with knowledgeable representatives.^{[15]
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