[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/01\/how-to-build-customer-loyalty-3-moments-of-truth\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/01\/how-to-build-customer-loyalty-3-moments-of-truth\/","headline":"How to build customer loyalty: 3 moments of truth","name":"How to build customer loyalty: 3 moments of truth","description":"Winning customer loyalty and developing brand advocates requires getting these three key customer touchpoints right. ","datePublished":"2022-02-01","dateModified":"2022-06-09","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jen-bailin\/#Person","name":"Jen Bailin","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jen-bailin\/","image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ce718ba1c671c9ed1256feafd68d9198?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ce718ba1c671c9ed1256feafd68d9198?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Customer Engagement and Experience","logo":{"@type":"ImageObject","@id":"http:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/logo-fcee-schema-app.png","url":"http:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/03\/logo-fcee-schema-app.png","width":278,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/01\/build-customer-loyalty_1200x375.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/01\/build-customer-loyalty_1200x375.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/01\/how-to-build-customer-loyalty-3-moments-of-truth\/","about":["Customer Engagement","Customer Experience","Customer Experience","Customer Experience","Customer Journey"],"wordCount":832,"keywords":["Customer Experience | CX","Customer Loyalty","E-commerce","Sustainable Commerce"],"articleBody":"When you mention the customer journey to most sales teams, their focus naturally gravitates to closing the sale\u2014quickly. However, there\u2019s more to the journey that adds value to your product and builds customer loyalty, but it takes time.Hosting an end-to-end customer experience is more like a marathon than a sprint. And each customer touchpoint should have meaning and help reinforce your brand, encourage engagement, and ultimately drive customer loyalty.      Loyalty rewarded: Customer retention strategies for retail                Customers notice when they're not valued. Retailers should focus on keeping their loyal customers by making digital a priority and delivering omnichannel, personalized customer experience.      Good first impressions build customer loyaltyAlthough brands follow a unique customer journey, there are three general \u201cmoments of truth\u201d when a customer forms an impression of a brand. Get these\u00a0 right, and you can welcome new customers to trust your brand for information, support, authenticity, and, ultimately, their purchases:An informative, appealing websiteCustomer-centric offers such as discounts and free trialsAlign with a broader purpose      Brand devotion: 10 best customer loyalty programs                Customer loyalty programs are essential for staying ahead of the competition. Here, we look at some of the best loyalty programs around.      Design a convenient, engaging e-commerce siteWhat does the customer want to know? Plenty! And more than 80% of online shoppers are more than comfortable handling their own research to find solutions. It\u2019s tempting for online vendors to limit or gate access to information with hopes of gathering customer data. That\u2019s undoubtedly strategic for higher valued deliverables like e-books or highly researched assets.But at the heart of any customer experience is how customers are made to feel. That connection proves beneficial to both parties over time. According to Bain and Company, excellent experiences build loyalty and turn customers into promoters, who have a lifetime value that’s 600% to 1,400% that of a detractor.Remember, this is a journey. And the more convenience you offer users, the more they’re likely to return. The effort into CX pays off. According to Bain and Company, companies that provide great customer experience grow revenue at 4% to 8% above their market.      Digital experience management trends transforming CX in 2022                If you want to secure a competitive edge in the coming year, here are five digital experience management trends you can't ignore.      Be generous with customer dealsThe truth is, it\u2019s not hard to make a positive impact on potential online customers. Online retailer surveys show that the most appealing offer for online customers is free shipping. Other reasons people shop online sites include coupon codes and promo discounts (41%).\u00a0Another way to attract customers and build loyalty is by offering a free trial of your product or service. Free trials can generate buzz about your product, plus who doesn’t like something for free?What’s more, they give customers a risk-free way to try out your product. If the free experience shows how compelling it is, you can can convert users into loyal customers.      Marketing tech stack: The unicorn of personalization + great CX                Personalization and engagement are key to business today. By consolidating your marketing tech stack, you create better customer experiences.      Customer loyalty & the power of purposeMany customers today seek out brands that align with their values, making corporate social responsibility a priority.\u201cWhile corporate philanthropy isn\u2019t new, we\u2019re in the middle of a do-good renaissance where brands give back,\u201d Nikki Carlson, co-Founder\/co-president of ChicExecs Retail and Strategy Firm, wrote in a Forbes article. \u201cBut as brands, we know philanthropy is about more than doing good in the world. Philanthropy increases brand loyalty when you practice it genuinely. Giving back increases engagement by sharing a mission and purpose with your customer base.\u201dIn other words, don\u2019t just tell customers how much you care about the same issues\u2014show them.For instance,\u00a0 Bissell effectively balances marketing of its vacuums for getting pet hair off of furniture with promoting their Partners for Pets program.In Europe, Diageo, the company that manufactures Guinness, Johnnie Walker, Smirnoff, and Bailey\u2019s, partnered with the government\u2019s official road safety campaign called THINK!. Together, they launched a program that tackled drunk driving during the holidays by encouraging friends to stop their friends from getting behind the wheel after they\u2019ve been drinking.Research shows that 60 percent of US customers want businesses to be vocal about issues. While this might be harder for established companies that aren’t used to taking a stand, direct-to-consumer startups are readily connecting with consumers on social and environmental issues.As the design of a positive customer experience evolves, so does the need for more long-range strategies that move the customer relationship beyond the transaction. By designing touchpoints that create meaningful, convenient, even inspiring experiences for customers, you’re elevating your customer experience in ways that will not only attract your target customers, but will develop a long-term relationship.  Build customer loyalty.Reap real dividends.We can help. Start HERE. 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