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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Frequency is the best indicator of loyalty

Transactional frequency is the best indicator of customer loyalty, according to a survey of 1,000 Americans aged 18+ by Strativity, which also found that significant loyalty opportunities exist for companies with infrequent purchase cycles.

Almost 40% of customers interact with their favourite company at least weekly, making the quality of customer interactions critically important, while for brands with less frequent transactions building loyalty requires even stronger customer relationships, the study concluded.

Among the key findings, staying in touch with customers between actual transactions - whether to recognise a birthday, anniversary or to add value to customers day-to-day lives with an app or newsletter - is likely to increase the frequency of interactions in a natural and genuine way. This suggests that forcing interactions through unwanted daily emails or hourly Facebook updates is not the best way to keep customers engaged over time.

Mistakes: A Big Opportunity
Over the course of a year all businesses have many opportunities to either surprise and delight or disappoint their customers. Long term these experiences have the potential to either enhance or inhibit successful business growth

Companies also need to master the art of the apology, the study found. While the majority of favourite brands caught their own mistakes and made amends, fewer than half of them apologized. When the companies didn't catch their own mistakes, they were less likely to make amends to customers who brought it to their attention, unless of course the customer used social media as their communication source.

About one third of customers indicated that they had been surprised or delighted by their favourite company in the past year. The benefit of providing surprises or delights is remarkable: Nearly 8 out of 10 customers who have been delighted by their favourite brand say they are brand-loyal, or at least an advocate of the brand, compared to only 3 in 10 customers who have not been delighted.

Sources: Strativity / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)