The 10 benefits of building customer loyalty

Customer loyalty is so important for businesses, no matter the size. So, let's dive in and explore all the amazing benefits of customer loyalty!
The 10 benefits of building customer loyalty

What is customer loyalty?

Customer loyalty is the willingness of a customer to repeatedly purchase a product or service from a company over a long period of time.

It's the long-term commitment of customers to a company and it's the result of a positive relationship between the customer and the brand.  

Loyal customers are more likely to not just purchase from a business, but to also recommend it to their friends and advocate for it on social media. Plus, they can even become brand ambassadors and help spread the word about the business!

How is customer loyalty measured?

Gauging customer loyalty can be tough, but it's a key component of running a flourishing business.

Here are 3 essential metrics to measure customer loyalty :

  1. Net Promoter Score (NPS)
  2. Customer Lifetime Value (CLV)
  3. Customer Retention Rate (CRR)

Net Promoter Score (NPS)

The Net Promoter Score is calculated by asking customers to rate their experience on a scale of 0-10.

It's all about a single question: "On a scale of 0-10, how likely are you to recommend our product/service/brand to a friend or colleague? "

It's great for getting feedback and seeing how customers feel about your business.

Those who answer 9-10 are considered promoters, 7-8 are passives, and 0-6 are detractors. The NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters.

Net Promoter Score calculation

Customer Lifetime Value (CLV)

CLV measures how much money a customer can generate for your business over their entire relationship with you.

It is calculated by multiplying the average purchase value with the number of purchases made by the customer over a specified period of time.

Customer Lifetime Value is a great way to get an idea of how loyal your customers are. The higher the value, the more loyal the customer - it's that simple.

To make sure you're getting your money's worth, your CLV should be 3 times the cost of acquiring a customer. If it's just breaking even, that's not really doing you any favors. And if it's below that, it's a total loss.

Read this guide to find out more about how to calculate LTV.

Customer Lifetime value calculation

Customer Retention Rate (CRR)

Customer retention rate (CRR) keeps tabs on how many people stay loyal to your biz.

The Customer Retention Rate is found out by dividing the customers at the end of a period by those at the start.

Let's say a business has ten customers at the start of the year, and by year's end, they've lost two of them. That would give them an 80% customer retention rate.

That's how you get an idea of how many customers you're keeping around. Pretty simple, right?

Customer Retention Rate calculation

Why is customer loyalty important?

Customer loyalty is an absolute must for any successful business. It's not just about having satisfied customers, but about creating a long-term relationship with them.

Loyal customers are more likely to come back to you, recommend you to others, and even become your biggest advocates.

So why is customer loyalty so important?

Firstly, it helps you build trust and credibility. People are more likely to trust a brand they had a positive experience with - and that trust is invaluable.

It also makes you stand out from the crowd. With so many businesses competing for customers' attention, having a loyal customer base can be a major advantage.

Plus, loyal customers can give you important feedback that can help you improve your products and services.

Finally, it's a great way to save on marketing costs. With a loyal customer base, you don't need to spend as much money on advertising since customers will already be aware of your business.

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10 perks of customer loyalty

1. Customer loyalty reduces marketing costs

It's no secret that it costs more to acquire new customers than to keep existing ones loyal.

After all, with loyal customers, companies don't have to spend as much on marketing and they can focus on delighting them and selling more to them.

Plus, it's easier to keep loyal customers around than to find new ones, so businesses can count on a steady income and a happier life.

Let's not forget that loyal customers are likely to recommend the business, which can be beneficial in the long run!

2. Customer loyalty generates more profit

Loyal customers are more likely to purchase products, services, and upgrades.

A study shows that :

- increasing customer retention by just 5% boosts a company’s profits by 25% to 95%!

- chances of selling to already existing customers are way higher than those of selling to a new prospect - 60 to 70% vs 5 to 20%.  

- existing customers are way more likely to give new products a go and spend a lot more than new customers (50% vs. 31%).

Taking steps to increase customer loyalty is a great way to boost profits and grow your business.

3. Customer loyalty leads to deeper relationships with customers

Let your customers know you’re looking out for them by paying attention to what they want and need.

Showing that you care will lead to stronger relationships and more loyalty in the long run.

4. Customer loyalty increases ROI

It's a fact: most businesses don't have a lot of resources to go out and acquire new customers. That's why it's essential to build customer loyalty and grow your customer base through repeat business.

Loyal customers are invaluable - not only will they purchase your products and services, they'll also spread the word and recommend your company to their friends and family. Customer loyalty has a massive effect on a business's revenue and overall success.

5. Customer loyalty boosts customer lifetime value

Customers who are loyal to a business will be more likely to make repeat purchases, refer their friends and family, and provide positive reviews and feedback.

This can lead to increased sales and increased customer lifetime value in the long run. It also helps businesses build relationships with their customers and create a sense of trust, which can lead to even more purchases in the future.

Loyal customers are also more likely to stay with a business even when faced with competitors offering better deals or products. This loyalty can help businesses retain customers, which in turn boosts customer lifetime value.

6. Customer loyalty builds brand ambassadors

Having a loyal customer base is an awesome opportunity to take your business to the next level!

These customers will be your biggest champions, helping you spread the word about your products and services. It's one of the best investments you can make for your business.

Here is an exemple of a loyal customer turned into a brand ambassador :

7. Customer loyalty returns valuable insights

Customer loyalty is a fantastic way to gain valuable insights into your customers.

It's the perfect way to get a crystal clear picture of what your customers love, don't love, and how you can tweak your products and services to give them the best experience.

Plus, it's a great way to show them you care!

8. Customer loyalty boosts workplace morale

Customer loyalty also increases employee satisfaction. People want to work for a brand that people are passionate about and devoted to – it looks better on their CV, and they feel part of something positive.  

When there are repeat customers, employees take pride in their work knowing that their efforts are appreciated by the customers.

It can also lead to better communication between employees and customers. As customers become more loyal, they will be more likely to provide feedback and suggestions which can help employees improve their performance.

Finally, customer loyalty helps to build a strong company culture. When a customer is loyal to a brand, they become an advocate for the company and its values. This helps to create a sense of camaraderie among employees who share the same values and goals.

9. Customer loyalty strenghtens your employer brand

In this day and age, it's all about reputation and that goes double when it comes to job seekers. In today's competitive market, employers need as many advantages as they can get.

Imagine two employers competing for the same candidate. One of them has a customer base of people who sing their praises and the other can't get anyone to come back. Which one is more attractive to new recruits? We'll let you decide.

10. Customer loyalty leads to better resistance to competitors

When you have customers who are loyal to your company, you get more than just better customer retention – you get better resistance to competitors.

Loyal customers are more likely to stick with your brand and reject competitors' offerings, ensuring more repeat business and a better chance of success for your company.  

How can you build and maintain customer loyalty?

Keeping your customers loyal is so important for a thriving business! We all know it's easier and cheaper to keep customers loyal than to find new ones, and having a strong base of loyal customers is like a superpower for any biz.

So, how do you build and maintain customer loyalty? Here's some tips to help you create a loyal following:

Provide outstanding customer service

If you want to create loyal customers and keep them coming back, you gotta go above and beyond with your customer service!

That means always providing the best experience possible and showing customers that you value them.

It's a great way to show your customers that you care, and it'll make them stick around for the long haul.

Reward customers with special offers and discounts

Showing your customers you appreciate their business is a great way to keep them coming back, and rewards are the perfect way to do that!

Giving them special offers and discounts lets them know they're valued and encourages them to keep supporting your business - it's a win-win!  

Leverage user-generated content (UGC)

User-generated content is a great way to leverage customer loyalty.

Ask your customers to share stories, photos, and videos related to your business on social media, and they can get involved in the conversation and help spread the word about your brand.

This can help drive more sales and create a strong sense of community among your customers!

UGC from a loyal customer
UGC from a brand ambassador

Create a unique customer loyalty program

The more loyal your customers are, the more likely they are to keep coming back and recommending you to their friends and family.

Creating a customer loyalty program is a great way to achieve this. You could set up one where customers earn points for each purchase and get rewards or for referring their friends and family to your business.

When creating a customer loyalty program, make sure it is something your customers will actually enjoy.

It's also important to think about how you will keep the program running and growing. Consider running a pilot program or a test version before you launch it to the whole customer base. This will help you make any necessary adjustments and get an idea of how customers will interact with the program.

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