Boost Customer Loyalty Through Personalized Service: Are You Doing It Right?

As a customer, I don’t think there is any better feeling than when you realize you are being listened to, heard, and valued. I have been working with my social media company (Impact Social Media ) for the last few years. I love them. They do a great job; I mean, a great job! They have found ways to boost customer loyalty by consistently making me feel appreciated and understood.

So, when others ask me about who handles my marketing and social reputation, it is so easy to recommend Impact Social. I don’t recommend them because I am part of a loyalty program, or because I get a referral fee. No, I simply recommend them because I want my friends and colleagues to have just as great an experience as I have had. And I want Impact Social to continue to grow and succeed through their ability to boost customer loyalty.

Let’s be clear, I expect nothing for these referrals. So, imagine my surprise when I get a sweet card and gift certificate for simply doing something so easy as sending business their way. Now, this was not just a card, not just a note, and not just a gift. It was highly personalized, and reinforced to me just how special I am to this company.

First, there was a handwritten note from the CEO. Second, it referenced the exact referral I had made and the conversation that was had. And third, (and most importantly to me) there was a gift certificate to purchase anything I would love to have centered around my favorite sport (golf.) ?Yes, those shoes you see with this blog – will serve as a constant reminder of how much I am appreciated by Impact Social. And, these gestures show how much they prioritize boosting customer loyalty.

Now why is this so important? Why does this one stand out? Because I am thanked by a lot of vendors, people I work with and often send referrals to. And over the years, I have been acknowledged, thanked, and shown appreciation for the connection and referrals. But rarely, I mean rarely, is that thank you done in a way that creates a deeper emotional connection and tie between me and the company. Which is the entire goal of customer loyalty, right?

Is Your Customer Loyalty Program Producing Results?

Customer loyalty, thanking customers, customer appreciation, whatever you call it, you have all heard of and understand the importance of “thanking” your customers. Makes sense, right? Customers are the backbone of your business, and if you want to retain them, expand relationships, and drive growth you need to focus on those customers you have.

So, one of the most important questions you can ask yourself as a business owner is if your efforts to boost customer loyalty are working? Is your program engaging your customers, is it retaining your customers, is it driving referrals, and most importantly, is what you’re investing in your customer loyalty program bringing you the strong return on investment you need to grow your business?

When is the last time you measured or checked-in to see if your customer appreciation efforts hit the mark or completely missed it? At the same time that I received this highly personalized thank you from Impact Social, I also received another thank you from a company of which I am a customer, and I often send referrals.

And, they too have a customer loyalty program, and they always send me a note and gift. The difference is that their note is a generic thank you, computer-generated I think, and the gift is a bottle of wine and some chocolates. Now anyone who knows me, and clearly this company does not, knows I do not drink and I am pretty strict about my diet, so I rarely eat chocolate.

Now, I want to acknowledge that I appreciate the effort, and appreciate that they recognize my referral. But what they don’t realize is, with every gift, they reinforce how little they know me, and how little interest they have in listening to me, and how removed they are from the incredible gift a customer referral is.

So, you need to ask yourself, which type of customer appreciation thank you’s are you sending, and what results—short and long-term—are you generating in your efforts to boost customer loyalty?

4 Strategies to Create a Stronger Customer Relationships

Know Your "Why"

What is your goal with thanking customers? Is it to gain more referrals or genuinely tell your customers how much you appreciate them? Your why will drive your level of authenticity. Impact Social’s appreciation was clearly focused on me – it took time, personal interest, and thought.

Do Your Homework

Every time you engage with customers listen, really listen, to who they are beyond the business they are doing with you. What are their interests? Hobbies? Causes? And what do you need to know about them that has nothing to do with the products and services you sell? Understanding their interests and personal preferences is key to boosting customer loyalty.

Make It Random

Customer loyalty programs should not be cause and effect to make an impact. No, they should be random. Simply because you care about a customer, were thinking about them, and felt the need to show them appreciation. Think about how many holiday cards customers receive. Do they really land or make customers feel special? No, use the element of surprise to really make customers feel appreciated.

Personalize It

And last but not least, do what Impact Social did, and make it personal, really personal. By showing customers you appreciate them thinking about you, by thinking about them – well that will create the emotional engagement and connection you are looking for with any effective customer loyalty program. These personalized interactions significantly boost customer loyalty by showing customers how much they mean to you.

I have to admit, I have written this blog, and thought I have some work to do on my own customer loyalty program, and I have some room to up my game. There is so much opportunity for competitive advantage and business growth, if you just start by focusing on making your existing customers feel special.