Traditional methods still elicit the best results when it comes to customer loyalty, according to a survey by Impact Learning Systems.
The survey shows that 62.5% of companies will reach out to lapsed customers via the phone versus direct mail or email. Those companies also keep their phone lines open all day and night using a 24-hour contact center, ensuring their customers will always have a way to reach them. Email (20.8%) was the second most popular response.
Companies heavily rely on personal conversations to understand whether they are meeting their customers' expectations.
"The response was incredible," Peggy Carlaw, Founder and Executive Vice President of Impact Learning Systems, said in a press release. "Knowing that our clients, prospects, and followers all share the same passion as it relates to customer loyalty is exciting.”
Regarding social media, companies are recognizing how large a role it plays in customer satisfaction and they see customers sharing, learning, and commenting on products and services through social media. According to the survey, the strongest trend in customer loyalty practices was customer connection -- keeping a line of communication open for customers takes precedence for companies who wish to maintain customer loyalty and satisfaction.
To that end, how do companies know they’re meeting customer expectations? Nearly 60% of respondents said customer surveys let companies know if they’re meeting customer expectations. The second most popular response was personal conversation (36.1%), followed by “don’t know” (5.3%), and focus groups (4.2%).
What is your best method for rewarding loyalty customers? The top answer was discounts (36.1%), followed by None (26.4%), Other (18.1%), Gifts (12.5%), Loyalty card (4.2%), and Entertainment (2.8%).
What does your company do to keep in touch with customers when after business hours? The top answer was 24-hour contact centers (52.8%), followed by Voicemail (45.8%), Website FAQ (40.3%), Social Media (30.6%), and Live Chat (9.7%).
When needing customer assistance, what do your loyal customers prefer? The top answer was a phone conversation, followed by email transaction, live chat, and self service.