Sticky, we hear you say? Yes indeed, but we don’t mean they’ve had a run in with a pot of honey.
Sticky customers are those fantastic ones that buy from your business time and time again regardless of the competition. They may even be brand advocates; telling everyone how great you are – a marketer’s dream!
In this article, we’ll explore what makes a customer ‘stick’ to your products and / or services, how to convert that into long-term loyalty, and where market research fits in.
Sticky customers
In the world of marketing, a sticky customer makes repeat purchases from your brand despite competition. Their repeat business is driven by the value your product or service provides, as well as convenience, the positive experiences they have with you, and a strong value proposition.
A sticky customer sits in-between a retained customer – who continues to buy from you because of ease or inertia – and a loyal customer – those that have an emotional connection to your brand, are willing to recommend you and even overlook competitor offerings.
While all three are valuable to businesses, sticky customers are particularly rewarding as their return is based on you successfully meeting their needs; and isn’t that what this is all about?
From a tactical point of view, customers stuck to your brand hold a higher, consistent lifetime value, as well as incur lower costs to retain, building on your resilience against competition. Not to mention their word-of-mouth referrals (something we are particularly proud of here at MMC!), with a staggering 88% of consumers trusting recommendations from friends and family over all other forms of advertising, according to a report by Nielson.
Making your customers ‘stick’
Now we know the advantages, how exactly do you get customers stuck on your brand? Focus on these key factors that make them stick around:
Rock-solid quality
Customers love products and services they can rely on. Make sure your offerings are top-notch, and you’ll earn their trust and loyalty. Utilise market research to keep improving and delivering the best!
Think of Apple. Their products are known for high quality and reliability. Customers know they can trust Apple devices to work seamlessly, which keeps them coming back for more.
Stellar customer service
Amazing customer service can make all the difference. Be quick to resolve issues and go the extra mile. When customers feel valued and supported, they’ll keep coming back.
John Lewis is renowned in the UK for its exceptional customer service. From their “never knowingly undersold” price promise to their hassle-free returns policy, John Lewis ensures that customers feel valued and cared for, creating a loyal customer base.
Consistent brand vibes
Whether online, in-store, or on social media, your brand should feel the same everywhere. Consistency builds trust and reassures customers they can count on you every time.
Starbucks offers a consistent experience worldwide. From the ambiance to the coffee taste and customer service, Starbucks fans know what to expect no matter where they are.
Personal touches
Personalisation is key! Use customer data to tailor your messages and offers (research can help with this too!). Show them you know what they love and they’ll love you back even more.
Netflix excels at personalisation. Their recommendation algorithm suggests shows and movies based on your viewing history, making it feel like Netflix truly gets your taste.
Engaging community
Build a fun and engaging community around your brand. Interact with your customers on social media, host events, and encourage them to share their stories. A sense of belonging keeps them loyal.
LEGO has created a vibrant community of fans. They encourage customers to share their creations on social media and even incorporate fan designs into new sets. This engagement builds a loyal following.
Honest & transparent
Be open and honest with your customers. Transparency in your policies and communication builds trust. If something goes wrong, admit it and fix it. Trust is essential for loyalty.
Buffer, a social media management tool, practices radical transparency. They openly share their revenue, salaries, and company decisions. This honesty builds trust and loyalty among users.
All hail Voice of Customer!
The Voice of Customer (VoC) is a powerful concept in research and marketing that revolves around understanding your customers’ perspectives. It encompasses all the feedback, opinions, and experiences customers have with your brand, product, or service.
That’s a lot of voices, right? But it is so incredibly valuable for businesses. Here’s how it helps:
- Gaining deep Insights; VoC reveals customers’ true thoughts and feelings, uncovering specific needs and pain points to help businesses better align with customer wants.
- Improving customer experience; By acting on customer feedback, businesses enhance the overall customer journey, leading to higher satisfaction and loyalty.
- Driving innovation; VoC identifies unmet needs and emerging trends, guiding new product development and service improvements.
- Enhancing marketing; Understanding customer preferences helps tailor marketing messages and campaigns, making them more effective and engaging.
- Building relationships; VoC builds trust by showing customers their feedback leads to real changes, strengthening long-term loyalty.
- Resolving issues; VoC helps spot problems early, allowing businesses to address them proactively and prevent customer churn.
Understand the voice of your customer, without the legwork!
At MMC, we provide our clients with detailed analysis of their customers ‘stickiness’, including a Net Promoter Score (should they find that useful).
We do this through surveys, interviews and focus groups, online and social monitoring and more, bundled up into understandable insights and recommendations, covering a wide range of customer interactions with their business.
We have dedicated researchers to really drill down into your customers’ thoughts and wants, and access to various partners and databases to further our reach, ensuring you get the results without the legwork.
If you’re interested in finding out how to get your customers stuck on you, contact us.
Photo by Abhishek Tiwari on Unsplash