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Regular Industry Development Updates, Opinions and Talking Points relating to Manufacturing, the Supply Chain and Logistics.

How to safeguard customer loyalty using digital platforms

11-Apr-2018
How to safeguard customer loyalty using digital platforms
We know that customer loyalty has always been an integral part of your business. No doubt you will have sales reps who have built personal connections with your customers over the years in an attempt to earn their loyalty. However, this can take up a lot of time and resources to maintain, for both you and your customers.

Unfortunately, it is no longer enough to rely on your personal connections with customers to make them stay. The rise of ecommerce has meant they can now get what they want from your competitors with just a click.

Instead you have to develop relationships that add value to your customers and exceeds their expectations. As Steve Jobs once said "Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves." One way to achieve this is to use digital platforms which support your existing sales activities and enhance your customer service.

Digital platforms also give your customers more choice on how they can engage with you and can be a more convenient option for them. Nevertheless, we still often get asked about how customer loyalty will be affected if these platforms are implemented.

We can tell you it won’t. It is the overall level of customer service you provide on their path-to-purchase which impacts your customer’s loyalty. The most common issues being a lack of information about products, the product is out of stock or your competitor is cheaper.

Digital platforms can actually safeguard your customer’s loyalty by helping you overcome these issues. Despite misconceptions, they will not replace the ‘human’ connection with your customers which you have worked hard to build. But you will be able to:
  • Gain better insights about your customer’s preferences so you can ensure you have the products they want in stock. 
  • Create tailored promotions and recommended products which are based on your customers preferences and buying behaviours. 
  • Ensure prices always reflect what your customers negotiated. 
  • Help your customers stay on top of trends through the promotion of niche products. 
  • Send immediate order confirmations, thus also saving your sales team time. 
  • Share information, market trends, news and updates through webpages, eshots and blogs to build a reputation as a trusted source in the industry. 
  • Provide real-time stock availability so your customers are confident you can supply what they need. 

Find out more about our services and how we get help you safeguard your customers’ loyalty by calling us on 0161 355 3000 or emailing sales@oporteo.co.uk

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