When you’ve worked so hard to attain a consumer it’s now essential to keep hold of them, but for all too many organizations building a sound customer retention strategy is much lower down the pecking order than attracting new business.
It’s financially imperative to the growth of any business that you minimize the loss of customers because the cost of acquiring a new customer is so much greater than that of maintaining and growing an existing account. In fact, research shows that increasing customer retention rates by merely 5% actually increases profits anywhere between 25% and a staggering 95%.
Sure, you will always lose some business due to a multitude of reasons. But by employing effective strategies to deliver a better customer experience you can make sure that when it comes to re-signing on the dotted line or buying your product again, your customer is more than willing to go for it.
57% of marketers plan to increase spending on customer loyalty schemes in 2019
Digitally savvy consumers expect to be entertained, engaged and receive something in return for sticking with your brand over the competition. Brands can deliver this through interactive experiences that offer a value exchange in return for your prospects’ loyalty. Corporate responsibility schemes, live events and the such can do just that.
With heightened competition, major brands doubling down on their investments, and disruptors offering rock-bottom prices to steal market share, a good product is no longer all it takes. Marketers who focus on delivering excellent personalized interactive digital experiences will rise above the noise.
HOW TO LEVERAGE INTERACTIVE EXPERIENCES THAT STOP CUSTOMER CHURN
IMPROVE BRAND AFFINITY THROUGH CORPORATE SOCIAL RESPONSIBILITY
Brands that take an active role in promoting their (CSR) programs are generally viewed more favorably, and engender more loyalty from their customers than those that don’t. Having goals and a vision for your company that go beyond products and profits definitely provides a warmer image of your business that customers will be more eager to engage with.
Kraft Heinz wanted to help tackle hunger and boost brand affinity. To do so they launched a promotional hub that allowed consumers to help drive meal donations with social actions. Consumers were encouraged to share branded memes on social media with the hashtag #FeedTheWorld2017. Each picture accrued one meal donation which was then matched by Kraft Heinz.
21k campaign views
MAKE CUSTOMER EVENTS INTERACTIVE
User-generated content doesn’t merely have to live in the confines of Instagram, it can be showcased on giant screens at festivals, sports events, expos, awards shows or retail environments.
Brands have the ability to transform their in-venue and retail experiences with the use of UGC-powered social hubs on mobile apps, digital displays and touch screen technologies where visitors can seamlessly interact with Instagram photos, quizzes, polls and participate via promotional hashtags.
When UGC is included in advertising brands see a 50% drop in cost-per-click
STIMULATE CUSTOMER LOYALTY
Vodafone identified that one key way to improve customer loyalty and reduce churn would be to increase the usage of its branded app.
As its first in-app activation, Vodafone deployed a daily rotating quiz with an instant win mechanic which entered users into a prize draw.
1.2m entries from in-app campaign
Download this playbook to enable your business to leverage user-generated content, live events and CSR programs to turn one-off purchasers into loyal customers.