"You don't earn loyalty in a day. You earn loyalty day-by-day."
- Jeffrey Gitomer, author, professional speaker, and business trainer
In a world of endless options, information, and the ability to “opt-out” of any commitment or obligation at the click of a button, it can be incredibly challenging for any business - let alone one within the highly competitive wine industry - to gain and maintain customer loyalty. Yet, there are wine brands that not only achieve customer loyalty, but somehow make it look easy. How the heck do they do it??
First, let’s tackle the issue of why customer loyalty matters. Far too often we get side-tracked by trying to gain new customers that we fail to realize just how important existing ones are.
According to the White House Office of Consumer Affairs, on average, loyal customers are worth up to 10 times as much as their first purchase
Other studies have shown that it costs businesses 6 to 7 times more to acquire a new customer than keep an old one
Additionally, 55% of U.S. consumers express loyalty by recommending the brands
and companies they love to family friends.
The numbers don’t lie... customer loyalty is mega-profitable. So what can you do to increase loyalty, as well as use measurable systems to track your service efforts?
Start by mastering the five key influencing factors of brand loyalty
: Customer service satisfaction, perceived value, communication, brand trust, and shared values.
"It’s very logical: There is proven ROI in doing whatever you can to turn your customers into advocates for your brand or business. The way to create advocates is to offer superior customer service."