Build Your Brand, Increase Customer Loyalty

February 2, 2010

Now, more than ever, it is essential that businesses focus on making lasting connections with their customers. Innovative alternatives and substitutes to every product/service out there present themselves what seems like daily; only to steal away who you thought were your “loyal customers.”

Bruce Temkin, author of Customer Experience Matters, one of my favorite blogs, tackled the topic of customer loyalty. He believes that most firms out there are failing to create and maintain strong brands and as a result, are unable to gain a strong loyalty following from their customers.
 If you focus your efforts on building a strong company brand, you will automatically improve your competitive positioning. Doing so, will allow both your current customers and prospects to see what your firm stands for and why they should buy from you as opposed to someone else.

Competing as a low cost provider may spark an initial increase in sales; however, you want to focus your efforts down the line. Ask yourself what you need to do in order to keep your current customers happy and how you can attract new customers without putting an emphasis on price. Think about your brand and how you can use inbound marketing, influence marketing, and content marketing strategies to convey your firm aspirations to customers and prospects. Loyalty Lab, an OpenView Venture Partners portfolio company, is a leader in on-demand customer loyalty that provides a range of products/services that enable companies to engage their customers in rewarding and relevant ways. Specializing in verticals ranging from retail to consumer services, Loyalty Lab understands that when it comes down to it, relationships matter. If you’d like to learn more about Loyalty Lab, a free trial is available on their website!

eCommerce Manager, Saucony

Kellie is the eCommerce Manager, Saucony at <a href="">Wolverine Worldwide</a>. Previously, she was an Analyst at OpenView.