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MARKETING: Customer Loyalty and Customer Satisfaction
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Customer Loyalty and Customer Satisfaction:
How to Achieve Competitive Advantage
By Anne Shore

BT 201802 Marketing 18 客户满意度是指客户对企业以及企业产品服务的满意程度。客户满意度也是客户对企业的一种感受状态,并且在这种感受状态下更容易激发交易行为的发生。一个常用的统计结果是:一个满意的客户,要6倍于一个不满意的客户更愿意继续购买那个企业的产品或服务。 在竞争日趋激烈、客户导向的市场环境中,越来越多的公司开始追逐客户满意度的提升。

客户忠诚是从客户满意概念中引出的概念,是指客户满意后而产生的对某种产品品牌或公司的信赖、维护和希望重复购买的一种心理倾向。客户忠诚实际上是一种客户行为的持续性,客户忠诚度是指客户忠诚于企业的程度。企业要做的是,一是推动客户从意愿向行为的转化程度;二是通过交叉销售和追加销售等途径进一步提升客户与企业的交易频度。

客户满意和客户忠诚是一对相互关联的概念,但两个概念有着明显的不同。实际上,客户满意是客户需求被满足后的愉悦感,是一种心理活动。而忠诚客户所表现出来的却是购买行为,并且是有目的性的、经过思考而决定的购买行为。

既然忠诚度高的客户更有购买倾向,那么忠诚度能否计算呢?NPS(Net Promoter Score净推荐值)是由贝恩咨询公司的Fred Reichheld 2003年在《哈佛商业评论》的文章 《The One Number You Need to Grow》首次提出的,目的是衡量忠诚度,目前国内外很多企业都在使用。

除了了解忠诚度数据如何计算,我们同时更要知道如何提升顾客忠诚度。首先产品质量是客户购买的关键决定性因素,产品和服务的多样性以及优秀的配套服务也有很大影响。最后,你还可以巧妙地利用忠诚度来推广那些战略性地针对特定客户制定的营销活动,从而提高购买率。

Even when your customer satisfaction rate is high, ever wonder why they won’t stick around? When the churn rate goes higher and higher, that’s when you need to understand that your brand is just not influencing your customers enough!
 

It is not necessary for a customer that is satisfied to stick around and be loyal. In this article, we will elucidate how exactly both these terms Customer Satisfaction and Customer Loyalty differ. And what steps do you need to undertake to increase your Customer Loyalty score.

BT 201802 Marketing 21What exactly is Customer Satisfaction?

Customer Loyalty is often an outcome of customer satisfaction. If the customer is happy with your products or services, that’s customer satisfaction. But you also need to offer him some other factors to gain Customer Loyalty.

BT 201802 Marketing 14How do you measure Customer Satisfaction?

Measuring Customer Satisfaction includes surveys conducted by your ‘Customer service team’. This will only give you a little insight as to whether the issue was resolved or is the customer satisfied. Minor inconveniences caused to the customer are never really taken into consideration here.
 

• A good example of inconvenience would be to imagine a customer signing up for your monthly goodies of food items. When your brand fails to ship the hamper on time or missed some items therewith, the customer has to contact you for the issue and is inconvenienced.
 

• Though the customer might be satisfied with the quality, it is highly possible they won’t stick around for too long.

BT 201802 Marketing 14What exactly is Customer Loyalty?

Customer Satisfaction refers to short-term objectives, whereas Customer Loyalty is more of a permanent goal. Loyal Customers are more likely to invest money in your brand throughout their lifetime.
 

In addition, they might even spread the word and recommend you to other people, putting their reputation on line. In a nutshell, you don’t really have to force customers to stay with you; rather they should do it out of their own free will. That rounds up Customer Loyalty.

BT 201802 Marketing 20How to calculate Customer Loyalty for your brand

There are two different approaches for measuring Customer Loyalty: measuring how a customer really feels about your brand and measuring how he behaves.
 

• How to know what your customer feels about your brand
 

• There’s a simple pioneer method called NPS (Net Promoter Score) to know your customer’s feelings. Here you directly ask the customer on how likely are they to recommend you to their friends or relatives. And, you will be rated on a scale of 0 to 10.

BT 201802 Marketing 03Based on the rating, customers can be divided into 3 major sections: Promoters (giving 9 to 10 ratings), Passives (giving 7 to 8 ratings) and Detractors (giving 0 to 6 ratings)
 

• Now to calculate NPS in %, subtract the % of Detractors from the % of Promoters. The resulting score will be your NPS. Anything that is below 40% needs major improvement in terms of tactics and methodologies.


• Another way to measure your brand value is through calculating ‘Market Fit’. You can conduct a survey and ask customers if they would be disappointed when they find out that your brand does not exist anymore.
 

If more than 40% of your customers responded with “Very disappointed”, you will be having Market Fit. If it is less, understand that nobody really cares about your brand.
 

• Design your surveys smartly. Keep them short and to-the-point. Avoid lengthy questionnaires and statements.
 

• How to measure your customer’s behavior
 

Churn Rate: This is a calculation performed in % referring to how many customers have cancelled their subscriptions or accounts. The value denoting the loss in your revenue also gives a brief idea about the churn rate.
 

Active Users: Lack of activity or complete inactivity from your customers is a major threat to your brand value.

BT 201802 Marketing 12Which factors drive in Customer Loyalty?

As a brand, you need to identify factors and notions that will flood your Customer Loyalty programs. Overall, it will help your brand with precise customer management skills and also provide scope for improvement.
 

1. Technology to your rescue

Technologically speaking, the more advanced your brand is, the more customers it is likely to drive in. Try to become technologically sound and inculcate new methodologies into your product design and management concepts. Undoubtedly, technology is the most influential factor when it comes to Customer Loyalty.
 

2. Up to snuff Human Resources

An effectual human resource plays a vital role when it comes to marketing and customer service. The team that directly contacts the customer and is consistently in touch with them needs to develop essential human assets. These powerful human assets will create an impact on customer’s mind, causing them to paint a positive picture about your brand.
 

3. Quality is the key

You will see that a brand that steadfastly provides superior quality of products or services always manages to bag in Customer Loyalty without much effort. Smart amalgamation of technology and quality will allow a brand to offer best customer service and user friendly features. Your brand image will then be the biggest driver of Customer Loyalty. Companies like Mercedes and Rolls Royce are good examples of this concept.
 

4. Diversity in your products and services

There’s nothing more appreciative than a brand that offers versatile ranges of products or services all under one roof. Customers don’t really need to go look elsewhere and this instigates loyalty in their minds. Moreover, versatile range of products/services will also weaken your competition in the market.
 

5. Dealing with you must not be a complicated process

The more you work on relieving your customers from complicated buying procedures, the more loyal they are likely to become. Companies must strive to make purchasing an effortless task for customers without much hindrance.
 

6. Are you concerned about your Customer?

How often do you speak to your customers and how much do you value their suggestions? This speaks a lot about your brand. Sales cannot be increased if your brand is not concerned about your customer’s concerns.
 

7. Excellent service components

Sound customer service provided by the company plays a vital role in its quality assurance. Not only does a customer expect good quality of product from you but he also expects you to provide spontaneous services. This is the most effective factor to drive in loyal customers.

BT 201802 Marketing 01Don’t Assume Blindly

As you can see, Customer Satisfaction and Customer Loyalty are closely related and yet have a distinct identity. Key to gaining competitive advantage here is by not making assumptions at all and taking calculative steps. NPS is not everything. That’s right. Measuring loyalty won’t do much in increasing revenue. Consider NPS as being just a small aspect of a huge process.
 

Best approach to boost your revenue is by actually following the transaction data. Based on this data, use customer loyalty measurements to attract audience individually.
 

Strategically frame out marketing campaigns that target specific customers according to their activity. Loyalty measurements can be smartly used to promote such campaigns and as a result, response rates will be boosted.

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