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Generating customer loyalty can pose a significant challenge to marketers today. Driving long-term, sustainable customer loyalty with small business customers presents its own unique set of challenges.
Loyalty360 caught up with Jessica Bradford, marketing manager at FedEx, to get her insight into how B2B companies can turn small businesses into lifetime customers. Bradford manages the end-to-end strategy and execution of the My FedEx Rewards loyalty program
What are some of the challenges faced by small business today?
Bradford: All businesses, including small and mid-sized companies, are constantly focused on growing revenue, increasing profits and generating loyalty. Small and mid-sized companies, in particular, are more challenged with hiring employees, cash flow, raising capital, and maintaining business operations.
Small businesses don’t have hundreds of employees to manage human resources or all of the administrative functions that large companies may take for granted. They need cost-effective, simple solutions that enable them to focus on their core value proposition.
How have recent consumer trends, such as needing everything ‘on-demand’, impacted small businesses?
Bradford: To stay relevant, businesses have to be aware of and adapt to the ever-changing, fast-paced consumer landscape. Consumers have been trained to expect that anything they want can be delivered, wherever they are, within a few hours. Mobile plays a huge role in every aspect of their lives, including purchase decisions. Businesses have to change the way they think about fulfilling consumer demand to stay top of mind.
What makes a small business loyal to a particular provider?
Bradford: Motives for small business loyalty are not so dissimilar from consumer loyalty. Small businesses want quality products at reasonable prices with consistent service. Both small businesses and consumers want products, partners, and services that make their lives easier. However, small businesses also desire providers that make their business more efficient and drive their bottom line.
How is FedEx working to generate loyalty from its small business customers and help make their lives easier?
Bradford: In today’s fast-paced world, shipping and fulfillment play a large role in many small businesses. FedEx recognizes this and works diligently to make customer’s lives easier by simplifying processes and streamlining logistics for small businesses. Our goal is to make the shipping and fulfillment portion easy so our customers can focus on their core product and business operations. We have a variety of programs set up to help– each unique to customer type and need:
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