Loyalty of any sort is a relationship that doesn’t happen by accident. There are particular reasons why the average person feels loyal to their friends, their partner, or their country, and similar reasons why they stay loyal to their favoured brand of washing powder, training shoe or restaurant chain.
Loyalty for the best eCommerce websites begins when your customer starts to feel they have confidence in the consumer relationship because you deliver what was offered just as they expected. The relationship goes a step further when a sense of integrity develops, perhaps when your customer service team show they can resolve a problem extremely well. Pride in the brand comes next – the warm feeling that comes from being affiliated with your name because of the kudos. And finally, the passion that singles out a particular brand as being their exclusive choice from now on. That’s obviously the ultimate goal.
Gaining a customer’s confidence is fairly simple. But stirring them to such passion that they feel all but married to the brand is a much taller order. There are, however, some ways you can encourage your customers towards this level of extreme customer loyalty, thereby getting the most out of the business relationship.
It can’t be a one-hit wonder. You’re cultivating a relationship over the longer term, and your efforts have to be consistent across the eCommerce business. and throughout every point of contact, your customers have with you. You need to present a strong eCommerce identity – a brand that shows you’re on your customer’s wavelength with your personality, your language and your understanding of their needs and desires. And you need to build their trust by being transparent about your mistakes and quick to respond to their comments, enquiries and problems.