Management Tools signs of true loyalty

1. Emotional attachment

Quite difficult to establish true friendship "brand-to-consumer", but we must remember that it is feelings and emotions are the basis of the phenomenon of true loyalty. This is nothing new, but the work of marketing in this area - is a constant, conscious, thoughtful interaction with consumers, requiring the implementation of a large number of activities.

The system of personalized information messages, including various greeting messages and pleasant surprise, unique content from the brand, work multichannel contact centers with consumer demands - all components work with consumers, stimulating an emotional attachment to the brand.

2. Knowledge of rational benefits

Here, our activities should be carried out in two directions: to inform consumers about the important properties of the product and the creation of added value product.

The maximum effect in informing the consumer can be achieved by using the concept of "permission marketing" - that is, integration of branded messages in the content original "approved" by the consumer, as well as content that is interesting to the consumer personally. In this context it becomes especially important sphere of tracking consumer interest in the framework of CRM projects (from the collection of statistics on topics in respect of which the consumer is active, to test).
Starting bonus, coupon, loyalty programs funded - an effective tool for increasing the value of sound products and services.

3. Tolerance to the negative

Tolerance errors brand - a rather difficult to control force, based on the phenomenon of trust, which, as we know, can not be bought. To enhance trust can be achieved by PR-activities and active reputation management.

In addition, confidence in the brand deserves attention to consumer complaints. A simple example of this kind of attention - loyalty program for one of the brands of diapers, which builds one agency using non-branded club for young mothers. This agency took claim for defective (according to consumers) diapers, courier service replaced with a new product. But these products are not disposed of, and were given to the examination. Results of examinations were sent to consumers. As a result, the positive effect arising after forumnyh consumer stories about cases of work with their complaints, has surpassed all our expectations.

Instead of suppressing the problem, treat it carefully. Replace the product, understand the essence of the claim, investigate the issue, reported the results of consumer research, to publicly describe the problem, the cause of the problem and how to resolve it. And you will be surprised effect.

4. Positive experience

The best tool in the formation of positive experience using the product - to consumers to try it. For FMCG good result can give special bonuses for purchasing the target / new product. Within the non-branded loyalty programs, which involve non-consumers, this simple tool can provide not only the first experience eskpluatatsii, but even switching from competitive products.

But do not forget the experience of interaction with the customer is the product, that is, customer service, after-sales service, "staging" of the sales process, etc.

5. Re-buy

Repurchase best stimulated by the activation of bonus within CRM-projects. The most important thing - it is an absolute confidence in the economic efficiency bonusirovaniya.