Customer loyalty is the ultimate goal in customer experience.
Do you really know your customers? Many companies are known for having a large flow of customers, but they are not able to retain them. It is necessary for companies to have people who come to the business frequently, who spend more and more, and who manage to reinforce your positioning in the market by avoiding going to competing companies.
Customer loyalty today.
Finding and retaining new customers is a major challenge for companies today. According to data from the Pretti blog article
, loyal customers are worth up to 10 times more
than their first purchase.
Having loyal customers to your brand will help you get more revenue and will boost the ‘word of mouth’ through their recommendation. Your company will stay alive longer in the minds of consumers and this could be one of the reasons for them to choose you for their next purchase.
This also creates a new conflict for companies; neglecting customers who have already purchased in order to capture new opportunities. A balance must be sought between the audience that has already bought and the audience that is unknown, making both parties feel satisfied with the management and performance of the brand.
The implementation of technology in organizations has led to multiple strategies, tools and actions that achieve customer loyalty; but learning to manage all these resources is difficult.
To do so, many companies resort to the use of platforms that manage the customer experience and evaluate the link they have with the brand. Allswers
is a clear example of software that helps to generate surveys that add value to companies, build customer loyalty, retain them and measure all the results in an easy and intuitive way.
How can customer loyalty be measured?
To collect the necessary opinions, it is essential to use satisfaction surveys. Through them you will be able to access all the vital data for your business.
These surveys can be distributed through different ways; however, the most optimal way to control all the metrics is through technological platforms such as Allswers.
With them you can use automated responses, respond to feedback from all customers and quickly take advantage of all the ratings they have about your company. Paper surveys do not allow you to process all the data as online surveys do.
Among other advantages mentioned above, online surveys allow you to obtain reports and statistics in real time, and data collection is much faster. They are modifiable questionnaires that allow you to measure customer experience and loyalty in the company.
Metrics to measure fidelity.
It is one of the most important metrics to measure customer experience and loyalty and is a key indicator of company growth. The NPS is the metric that will indicate if the growth is profitable or not, and if it is sustainable over time.
To obtain the data, you only have to ask one question:
‘From 0 to 10, how much would you recommend this product/service/brand/company?’
Once you start getting the answers you have to rank them according to the following:
- Those who give a score of 0 to 6 will be classified as detractors; these are customers who are not very happy with your brand and are unlikely to buy again or recommend it in the future.
- Those who give a score of 7 or 8 are classified as passive; they are consumers who are indifferent to your brand and therefore unlikely to recommend it.
- Finally, those who give a score of 9 or 10 are promoters; this is the type of customer you want to have in your business portfolio because they have the potential to recommend you and buy from you again.
After classifying all the responses, a simple calculation would be made to finally obtain the NPS metric.
The NPS result is classified according to the following criteria:
With this simple classification you will be able to rank your customers according to their level of loyalty
. Through Allswers
you will be able to measure them automatically and anticipate all the reactions of your future customers.
If you still have any doubts about the platform, do not hesitate to contact us; there is also a totally free trial where you can use and get to know the platform better.