Are you leading the next great startup, or are you a part of an executive team at a well-established corporation? While the demands placed on executives at every organization can be dramatically different, what holds true across diverse industries is the importance of brand loyalty.
A big reason why is that just one misstep or poor customer experience can ruin a brand’s reputation. So, if you’re a marketer or entrepreneur, brand reputation should be at the forefront of every decision you make.
Take, for example, a brand like Disney, the leader in family entertainment. Disney’s brand doesn’t just happen. A lot of ongoing hard work goes into not just building the brand, but maintaining it. All employees (or “cast members,” as they’re called), all marketing materials and all internal and external communications convey a consistent message of clean family fun and service excellence.
The company makes a conscientious effort to keep its messaging and branding consistent through all channels.
While not all brands are quite as attentive as Disney, everyone in these organizations should be thinking about how their decisions impact current and future brand advocates in every aspect of the business.
The message: What you do determines whether you will have a good relationship with your customers. After all, without customers to help evangelize your brand, you don’t have much of a business, do you?
Here are four strategies that can help drive brand loyalty.
1. Use technology to create a better customer experience.
Technology can be a valuable tool to help improve a brand’s relationship with its customers. When customers trust that you’re delivering a unique service and exceeding expectations to meet their needs, they will return the favor by willingly giving you their information. That symbiotic relationship is extremely valuable — it helps create trust, which should be the ultimate goal for every brand.
Data-driven personalization can also increase revenue for brands. According to an Infosys study, 86 percent of consumers surveyed said that personalization plays a role in their purchasing decisions. Additionally, 73 percent of consumers said they preferred to do business with brands that use personal information to make their shopping experience more relevant.
Once brands have the trust of their customers, and their information, they can employ user-generated profile platforms, like autoGraph, to gain emotionally intelligent insights and customer opt-in solutions. This platform enables consumers to create, edit and delete their profile and use it wherever and whenever they want.
In turn, users know — at all times — what they are signing up for, and can fully control the process with an icon-based user interface.
By gaining a profile on consumers, c-suite executives will have access to valuable insights…