Taking to the web: four ways to build online customer loyalty

customer service, customer satisfaction, loyalty

With Australian high streets and business districts currently a quiet impersonation of their usual vibrant selves, many small business owners may now be prioritising their online marketing strategy to help them stay operational, even when their physical doors are closed. At a time when every sale, lead and interaction matters, creating customer loyalty is imperative, and for many small businesses, an online presence could be the bridge to help them do so.

Because even in challenging times, your customers will want to know how they’ll get your product or service, whether there will be an interruption in your services, and what you’re doing to ensure they’re still the most important part of your business. Here are some tips to help you.

Open, honest communication

Give your customers the truth about what’s going on and how it could impact their relationship with your business – they will appreciate a clear and honest account of what is going on and how it impacts them. Open and prompt communication is key, so you may want to consider using a virtual assistant to answer the phone and respond to emails quicker than you may have time for right now. Consider also creating a page on your website that explains your processes during this time. Make your contact information easily accessible and encourage customers to share feedback so others can see how your business is endeavouring to help people.

Provide stellar customer service

Customer service is always important. But given today’s environment, you need to let your online presence act as the welcoming, efficient face of your business. For example, depending on your business, you may want to introduce home delivery or offer virtual sessions so that your customers can still benefit from what you do. Whatever you decide could work for your business, you’ll want to stay up-to-date with policies and guidelines to determine whether it is still possible and advisable. You may want to send personalised emails or make phone calls to your customers to discuss orders, offer suggestions and ask how your business can assist. Remember, the smallest gesture can help make a world of difference when customers are feeling vulnerable.

Consider a loyalty or rewards program

Many businesses are identifying ways to strengthen their bond with their customers. When successful, customer loyalty programs can do exactly that. Loyalty programs can be relatively easy to set up, and allow you to offer perks or rewards based on, for example, products purchased or amount spent, to incentivise repeat custom. When every sale matters, it can be important to provide customers with as many reasons as possible to come back and shop with your business.

Create engaging social media campaigns

With lots of us now working from home, many people will be relying on social media to stay connected with family and friends. This could be your opportunity to engage on these platforms, too. Posting engaging content – such as photos, videos or blogs – or launching social media question and answer sessions could help customers stay connected with your business. Use social media as a platform to develop or deepen a sense of community among your customers – community spirit, after all, has rarely been more important.

While this is, indeed, a concerning time for everyone, technology can help you stay in touch with the people that matter the most. A dynamic online presence can be your welcoming digital face as you seek to build the customer loyalty to help you stay connected to your customers.

Jill Schoolenberg, Regional President for Canada, Australia and Latin America, GoDaddy