Customer interaction 'key to building brand loyalty'

E-mail us

Your login

Use the link below to access your online portal.


GRENKE partner portal

GRENKE customer portal

We're here for you.

Would you like to know more about our services? 

Call us on: +44 (0) 1483 4017 00

Businesses should always invest in building strong brand loyalty (image credit: Thinkstock/Wavebreak Media)

Building a strong and loyal customer base is something that every business would like to achieve. However, the process of actually making this a reality can be harder than many company leaders might realise.

As a result, the sage wisdom of someone who has been there and done that should be something that all bosses can learn from.

Stefan Maruzzi, vice president for Europe, the Middle East and Africa at internet domain registrar and web hosting business Go Daddy, told that there are a number of ways to build brand loyalty, but it's not something that a firm can do overnight.

Indeed, Mr Maruzzi argued: "Nurturing to retain a customer may not feel like a priority to a young business, but it will pay dividends in the long-term. Ignore it, and it's your business revenue that will be affected; if not now, then later down the line."

He went on to add that businesses that are able to generate a lasting connection with their customers are the ones that ultimately reap the greatest rewards from brand loyalty.

But how can companies achieve this? Well, the answer is relatively simple, as Mr Maruzzi claims there are a number of small things that businesses could be doing to promote a stronger connection between themselves and the public.

Be friendly

It can often be underestimated just how important it is for companies to always be friendly and approachable to their customers. Any business that fails to take seriously the interactions that take place between their brand and the public will ultimately pay the price in lost revenues - you have been warned.

Make loyalty pay

One of the best ways to attract customers to keep coming back and purchasing your products or services is to add value at the point of sale. By offering discounts or rewards for individuals that are returning customers, firms can offer an impressive incentive that many people will respond to.

Find out what customers are thinking

Social media can be one of the best tools in any company's arsenal to find out what it is that their customers are thinking at any given time. By investing in social listening, business leaders are able to better understand what the public thinks about their brand, as well as providing useful information on where to focus future efforts for positive interaction.

Make email effective

And finally, personalised email is a great way for companies to interact with their customers and to show them that their repeat business is not only welcome, but appreciated. Some leaders may think that email has had its day, but savvy firms will use all the tools at their disposal to improve their brand loyalty.

Mr Maruzzi concluded: "On average, loyal customers are worth up to ten times as much as their first purchase, according to the White House Office of Consumer Affairs. So be there for them, and be nice."