A strong customer-brand relationship increases your market share and profitability. Online shoppers who share a strong relationship with a brand tend to spend more. Customer experience has to be fulfilling at every customer touch point in order to add more meaning to the brand experience. Clients who are satisfied and have strong relations with a brand share positive word of mouth with other potential customers. Considering all this, here are some tips for improving customers’ relationship with your brand.
Develop trust and credibility with your customers in order to earn their loyalty. The idea is to create a strong brand experience for all your customers so they stay interested. For instance, Brand X, a supermarket, forms strong customer-brand relationships on the basis of financial aspects. It focuses on price and value when selling products to consumers who want economical deals. Such customers enter into a partnership with the brand when they perceive that it values their budget. This creates a liking for Brand X and they will have a compelling reason to shop from it. Take Brand Y, a cosmetics store, as another example. In building healthy customer-brand relationships, it positions the brand as a ‘Good Citizen’, making consumers believe that the brand is animal and eco-friendly. This method humanizes the brand. Whatever your approach, do not give your customers false hopes if you cannot meet their demands and promise them only what you can deliver. Always build a customer-brand relationship on a foundation of trust.
Sensory branding brings customers closer to your brand. Use the five faculties of sight, smell, touch, taste and hearing to connect with your customers. Think of the five senses as human contact points which can be successfully converted into brand touch points. Customers care about a brand experience which is unforgettable and relevant to their needs. For example, a new car dealer wants to differentiate his business from the competition by using the sense of sight. He designs an unusual logo and creates a unique product identity in this way. The sense of smell and memory are closely related to each other. For instance, you own a retail outlet selling shirts and you freshen your store with citrus scent every day. Your brand produces comfortable shirts and the scent of citrus is known to lift people’s spirits. When customers enter your shop, the smell of citrus enters their brains and creates a familiar brand experience which stays in their memories. This reinforces your brand, its message and positioning. Focus on product design when appealing to your clients’ sense of touch. For instance, a mobile phone with a smooth touchsurface will be preferred over one with a rough interface. Similarly, if you operate a restaurant, including a signature song in your playlist will remind customers of your eatery every time they listen to it. Using these senses to form a human connection with your brand enhances customer experience.
Businesses can only flourish when there is a demand for their products and services. Your brand can become more attractive to consumers if it fulfills their expectations. Customers often make careful considerations before buying a product. Differentiate your brand from the competition and instill pride in your customers for using it. Develop and strengthen a long-term relationship with your customers by being consistent in delivering your brand promise. Clients wish to hear good things about your brand from other people. Your networking skills should extend to every possible source of their information because who and what matters to them should also matter to you. According to a study by Mckinsey, 70% of buying experiences are based on how customers feel they are being treated. Customers do not like being ignored and not paying them attention will negatively impact their relationship with your brand. Value your customers and treat them with respect.
Monitoring consumer feedback and devising strategies based on customer expectations improves your clients’ relationship with your brand. Create a customer-oriented corporate culture where all your staff is focused on customers’ needs. Invite customers to participate in surveys and ask them to rate their experience with your company. Ask your customers what they would like to be changed or added to your products and services. This will make the customers form an affinity with your brand since they would feel that you value their opinion.
Strengthen your customer-brand relationship by prioritizing consumer satisfaction at every point.
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