What Drives Brand Loyalty?

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Customers who are committed to utilizing the same service providers or purchasing the same brands are demonstrating “brand loyalty”. One goal that businesses share is to develop a strong base of loyal customers who are committed to their services or products. Brand loyalty provides a stable foundation of clientele for their business.

It isn’t random, and it isn’t an exclusive benefit enjoyed by the biggest and most successful companies already known. New and smaller companies can develop brand loyalty and use it to build their business into a household name, by focusing on specific business practices that both generate and maintain a consumer base.

Accessibility

When a customer has a question or an issue, they want to ensure that they receive prompt assistance. Companies can use automatic call distributors (ACD) to process incoming client communications. Those utilizing an effective call center ACD can ensure that calls, emails, and texts are efficiently and correctly processed.

This way, the client can be connected to the best person to address their needs as quickly as possible. Superior call center ACDs have the ability to handle multiple forms of communication, so that clients who are hard of hearing or have other communication needs (or preferences) can be served in their preferred medium.

Quality products

The quality of the product purchased is one of the main factors that influence consumers when they’re making decisions about future goods or services. This means that being known for having a superior product or service can be used to develop and retain brand loyalty. Companies that have become synonymous with brand loyalty include Amazon, Apple, and IKEA.

Businesses like Amazon provide access to an extensive array of goods offered for a range of prices that suit varying budgets. Even better, they are known for quick delivery. Apple and IKEA are examples of companies which provide quality products that perform consistently. They either outperform other brands or provide goods that suit the needs of their customers for a more reasonable price than their competition.

Identity

People who are loyal to a brand typically have a sense of connection to the brand. There is something about that specific product which resonates with their interests or values.

For example, humanitarians would not be inclined to purchase clothing if they learned they were made in places that violated child labor laws. People will also boycott or protest products if they are associated with views they disagree with. Companies which use inhumane farming practices or donate profits to anti-LGTBQ organizations are examples of companies that may lose business because of how potential clients perceive the companies’ interests.

Conversely, companies that demonstrate the values that certain demographics believe in are more likely to attract consumers who believe that being loyal to that brand is a way of supporting organizations that they believe.

Customer satisfaction

Customers who believe that they received goods or services that meet or exceed their expectations (and are as advertised) are more likely to recommend these products or services to others and return to the provider or seller because of their positive experience.

Customer loyalty is a little different from brand loyalty, however. Brand loyalty is more focused on the specific brand of the item or service that is being purchased. An individual may go to any store as long as it sells the right brand of computer that they wish to buy.

By comparison, customer loyalty can be influenced by sales people, store location, benefits, and other factors. One person may be more inclined to buy gas at a station that offers them points they can use towards purchases. Another person may favor a gas station that always offers the cheapest price at the pump. Others may be happy to drive out of their way to give their business to friendly sales people who know them by name.

When companies are able to satisfy customer preferences and needs while providing superior service and products they can use customer loyalty to develop brand loyalty.


Image Credits: Linda Xu

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