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What is loyalty?

I don’t believe in loyalty. But is an easy way to describe the behaviours of happy customers:

  • They spend more
  • They tell others
  • They are open to trying your new products, services and touchpoints

We can’t expect loyalty, but we can stack the odds in our favour by delivering compelling services and easing the decision to stay.

89% of businesses see customer experience as a key factor in driving customer loyalty and retention. (Econsultancy)

Two Biggest Drivers

Growing Revenue

88% of customers chose quality and 72% of customer chose customer service as the two biggest factors in driving customer loyalty and retention. (Zendesk)

74% of customers want a qualified professional to respond to their issues to give them a sense of acknowledgement and satisfaction that their issue is being resolved properly. (American Express)

Top 3 reasons customers leave

The top three reasons consumers switch brands are cheaper pricing (31%), rude staff (18%) and too many mistakes (16%).  (Verint)

71% of consumers have ended their relationship with a business because of poor customer service. (Patel)

Brand Loyalty

66% of consumers say features, design and quality of product or service are the leading factor that determined brand loyalty. (Support)

90%
Highly engaged customers buy 90% more often (Review42)
77%
Of the UK population are a member of a loyalty scheme (YouGov)
65%
Of business comes from existing customers. (Review42)

82% of businesses agree that retention is far cheaper than acquisition. (Econsultancy)

60% of customers say that brands they are most loyal to are not doing enough to reward them. (Access)

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