Five Simple Tips to Create Long-lasting Client Loyalty

Loyalty in business is rare in this day and age. With endless options and social media exposing and broadcasting every flaw, there is practically no reason for a customer to stay loyal.

“Do what you do so well that they will want to see it again and bring their friends.” –Walt Disney

There is always a certain honeymoon period for a client who has found a service they love. They rave to all their friends. They subscribe to the company newsletter. They may even Tweet about it. However, just like a junior high school relationship, it is almost inevitable that there comes the time when the sparkle wears off, the flaws start to show and soon they begin to look for a new suitor.

Don’t be discouraged, however. If you’re willing to commit, there are ways to keep clients coming back for more. Here are some ideas to get you on the path of creating long-lasting client loyalty:

1. It’s all about relationships. There is nothing more flattering to a client than remembering facts about their life—children’s names, where they grew up, favorite restaurant. Spending a few extra minutes connecting on a personal level will help that client feel valued. Building a type of “friendship” with your clients will create that emotional connection. You become part of their personal network and they begin to feel a sort of betrayal by not being faithful to your business.
2. Keep in touch. A phone call or a simple note to say “hello” goes a long way. So does sending relevant and interesting articles, recognizing milestones and remembering birthdays. Personalize it and don’t make it seem like a mass mailing. Make sure your clients know that you recognize their absence if they haven’t been around for a while.
3. Brag. When you have news to share, let your client know! Send emails or letters about any and all accomplishments, even if they’re small. This will give your clients a sense of pride and make them feel smart for choosing to do business with you. It will also give them a reason to tell their friends about you.
4. Say sorry—and mean it. Client loyalty can be sealed when you make a mistake, believe it or not. When handled with the utmost care and concern, a mistake can have a more positive impact on your business than if no mistake was had at all. Don’t just send a gift certificate. Call or write with an honest and sincere apology.
5. Ask what you’re doing well—and what you’re not. Make your clients your board of directors. Ask them what you can improve on. Don’t be afraid to have them expose some flaws. This will make your clients feel like they’re opinions are valued and like they’re part of your team.