What’s so important about customer loyalty? Everything. When you have loyal customers, they do your marketing for you, referring their friends and family to you in droves. When you have loyal customers, they won’t switch to your competitor, even when your competitor is perceived as offering a better product or a lower cost.
Here's a collection of 19 of the most amazing stories of successful customer loyalty and how companies changed the game for themselves by inspiring greater brand connection and retention.
But why should you note them?
So you can learn and adapt. There is always room for innovation in your industry. You may not have the massive audience of, say, Coca-Cola, but that’s no reason why you can’t take their innovative ideas and transfer them into your own vertical.
As you read through this list of the paragons of customer loyalty, take one or two ideas and put them into practice in your customer engagement efforts today.
- When this man sought a new dentist after a move across country, he discovered that experience actually has little to do with great service. Even new businesses can stir customer loyalty with outstanding customer service.
- No article about customer loyalty would be complete without mentioning Coca-Cola Company. Using interactive technology, their reward program called My Coke Rewards registered over 11 million loyal customers.
- TOMS inspires their customers to purchase their shoes by turning its customers into heroes. For every product purchased, TOMS will help a person in need.
- An experiment with an express car-wash loyalty card found that giving customers a head start can result in double the rate of completion.
- This rewards-program company made it so simple for this dog spa to enroll their customers, it was a double success: Dog-spa owner Sarah became loyal to the rewards company and her customers became loyal to her!
- Zappos sells shoes. But they don’t stop there, and this is why their customers are some of the most fiercely loyal. Their #1 core value is to deliver WOW through service – and they do this well with every customer interaction.
- Timberland has made a point to encourage their employees to get away from their desks and give back to the community through their Path of Service program. Not only are Timberland employees making a difference, but they’re showing the company’s spirit to the public – and getting their customers involved.
- This customer service expert implores companies to provide answers to customers – even when the problem is outside of the company’s control. When his wife received poor customer service, her loyalty and that of everyone she spoke to about her experience was irreparably damaged.
- Zapier makes sure their customers are cared for by monitoring customer happiness. They discovered that the secret to great customer service isn’t necessarily adding more reps – but better resources.
- Harley Davidson has gone beyond selling archetypal motorcycles and riding gear. Today the community of rabid fans they have created online encourages their customers to engage with their brand.
- Pedigree connects with their customers’ hearts and inspires loyalty by participating in adoption and feeding programs for dogs in need.
- Tesla created loyal customers by first creating an enemy. Then through establishing an emotional connection and insisting on open communication, their reputation as a quality car maker with outstanding customer-service took root.
- TaylorMade-Adidas Golfturned their customer service around and the result was better overall customer satisfaction.
- KarmaLoop empowered their customers to market and sell their urban street wear for them, and found that increased customer loyalty and lower marketing expenses were the result.
- We helped SWISS stand out from the crowd by achieving higher customer satisfaction. Now the company can respond to issues without delay and keep those loyal customers happy.
- Cadbury is one of the top 100 communities on Google+, thanks to their focus on generating regular, authentic content. They discovered that creating an engaged community is a straight road to driving engagement elsewhere.
- When Asda sought to earn customers’ trust, they reached out to typical moms for advice.
- My Starbucks Rewards is often cited as the best retail loyalty program ever created. Here’s what they did right.
- Nespresso created a closer connection to customers and a better understanding of their needs when they employed this QuestBack solution.
You can learn from some of the world’s greatest customer loyalty initiatives, learning as you go how to leverage your loyalty programs to better:
- Identify who you most and least profitable customers are, and what changes or offers are likely to make them more loyal
- Target customer acquisition more accurately
- Intelligently de-select of the least profitable customers
- Win back profitable customers that have churned
- Increase Customer Lifetime Value (CLV)
- Build more relevant customer relationships
- Improve product range and stock selection
- Reduce marketing costs
- Develop core offers customers can't refuse
- Influencing customer satisfaction levels
- Become truly customer-centric and enhance customer relationship management
- Build a customer database that can really drive loyalty
What we learn from the stories above is that if you start doing these things systematically, your customer loyalty will never be the same.