How Meeting Customers’ Needs Boosts Brand Loyalty

When it comes to your business, what makes your chest swell with pride? Is it your cutting-edge POS system, your posh formal lobby, or your Olympic-sized swimming pool?

Perhaps it is the collection of awards prominently displayed on your office wall. The thing you should be most proud of, however, is your collection of loyal customers. They are, after all, your company’s most valuable asset. The more you have, the better.

So, how can you expand your loyal clientele? It’s all about meeting their needs better than anyone else in your industry.

The Need to Feel Special

Very few people who say “flattery will get you nowhere” actually mean it. At the end of the day, everyone needs to feel special. And the preferred treatment afforded by exclusive membership status is an effective way to let your most loyal customers know how much they are valued.

According to “How to Build Customer Loyalty at Your Pub with Text Marketing,” one way to do this is to give your text messaging subscriber list early access to special events. Uno’s Pizzeria, for instance, rewards its Insider’s Club with the latest news, special invites, and members-only savings–plus a free Welcome Gift for signing up.

And Golf Muskoka’s Insiders’ Club members receive exclusive deals that will not be found anywhere else.

The Need For Reward

If you were to peek inside most people’s wallets, you would likely find an impressive stack of rewards cards. Whether they offer points, miles, or old-school punches, everyone loves a card that promises something for free. As a result, many hotel and restaurant chains have introduced a formal customer loyalty rewards program.

And, according to Hotel Business Review, 70 percent of consumer loyalty and spending decisions are based on emotional factors, meaning that they are more likely to embrace loyalty programs that reward them in non-traditional, experiential ways that appeal to them on a personal level.

The Fairmont President’s Club, for instance, offers a variety of packages including orchestral, sip and savor, step out in style, spa escape, Land Rover experience, and more.

The Need to Have Their Needs Met

If a loyal customer has a bad experience with your business, no amount of customer loyalty rewards will win them back. Why would they want to repeat a negative experience–free or not? The key to keeping your devoted clientele is ensuring that every interaction they have with your business is a positive one and that you consistently exceed their expectations.

The Four Seasons Hotel Austin has taken steps to position itself as a provider of sublime slumber by introducing exclusive Simmons mattress toppers designed to provide guests with customized sleep. It also includes high-end linens, a wide range of pillow choices, and a personalized evening turn-down.

The Need to be Heard

How can you meet a customer’s needs if you haven’t bothered to ask what they are? Quite simply put–you can’t. That’s why it is important to solicit honest feedback. Surveys are one way to gather important data from your clientele. However, not all surveys are created equal. Make sure your survey asks questions that will help you take action to improve your customers’ experience. Overly generic data is far less useful than more specific information.

Furthermore, clients are more likely to complete your survey within a few days after visiting your establishment. The sooner, the better. Examples of surveys in the hospitality industry include those from the Wyndham Deerfield Beach Resort and the Hilton Albany.

If you are spending too much time gazing appreciatively at your Olympic-sized pool or polishing your Calacatta marble, you may be focusing on the wrong things. Instead, set your sights on your treasured clientele. They are, after all, the key to both you and your company’s success.

Author Bio: This article was contributed by Kimberley Laws, a freelance writer and avid blogger who has taken to memorizing many of her loyalty card numbers.