Customer loyalty as a marketing strategy: Only those who are happy, paid!

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Only happy customers are good customers - and bring corresponding sales. This ancient wisdom seems many Company still have not understood when looking at their marketing activities. But how are things getting better?

Best of HR –®

Here writes for you:


Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.


Happy customers: how are customers satisfied?

Only happy customers bring corresponding sales. If customers are happy, then they also like to pay and even send a small Christmas gifts during the Christmas time as in the picture mine Customer Solocom, in which I would like to thank in this way for the excellent cooperation and the nice pre-Christmas present.

But how do you make customers happy? By offering them added value, namely what they want, at a price they are prepared to pay for and are therefore satisfied. It can be really easy.

Customer loyalty - better not!

Unfortunately, many companies don't heed this simple rule. Instead, they operate with all sorts of marketing tricks and strategies. For example, calling address lists from the Chamber of Commerce for advertising purposes. It's just not a good marketing strategy. It may also fall under unfair advertising.

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When I checked the box at the Chamber of Commerce and Industry for “We may pass on your information for initiating business”, I had no idea what I was trying to do. Exactly: advertising! Because in fact every other member of the Chamber of Commerce and Industry can now request my company name and my contact details as well as my field of activity if they want to initiate business.

Bad advertising: standard slogans, wanted over-friendly

A Bonn publishing house, which is notorious for such marketing actions, apparently wanted that: I met their business attempt in the form of a telephone call. Wanted overfriendly penetrated me by heart the learned little proverbs of the too nice lady in the sales department in the ear.

What I really hate about such calls: the disguise tactic, which shouldn't let the called customer notice that something should be gossiped on him. Why not, someone would like to send me something and I would then have the opportunity to continue to buy it ... blbl blue ... the lady happily reeled off her speech. So it took five minutes before I realized that I was going to be turned on.

If the audience matching is wrong

But the reason for that was that, with the best of my will, I would not have guessed what kind of product one wanted to sell to me: a self-employed letter, an apparently monthly publication for business start-ups. The lady also came to this realization herself when I revealed to her that she had written several books on this subject.

"Oh" she stammered apologetically, apparently completely out of step. "Then you probably don't need that ..." "No" I said kindly and hung up.

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At least she immediately understood that it was really embarrassing. It doesn't do much Senseto simply call through an address list. And it doesn't exactly testify to good customer service if I don't inform myself a bit about the potential customers - after all, what is Google for?

Trends and developments in marketing

After all, if you're looking for a job, you should not go into the job interview unprepared or send standard applications. In addition, one inevitably asks oneself: what is in the publications, if the marketing strategy of the company is so? Also just crap?

In the age of communeties, social marketing, viral marketing and artificial intelligence, this scam is more than ancient. Because the new developments have some unpleasant side effects. One of them has already happened: traditional marketing is more and more on the decline.

Revolution in the minds of customers

Because digitization has sparked a revolution in the minds of potential buyers in terms of marketing: buyers have emancipated themselves. They have networked and are thus increasingly independent of the advertising machinery of the seller.

After all, if you want to buy something, you no longer just have to rely on advertising or perhaps wait for the next product test by Stiftung Warentest. No, if you want to buy something, look in the Web in the numerous product test forums or on relevant blogs in the opinion of other users or makes his own opinion known to others.

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Marketeers: have patience, build trust!

So what do marketing companies have to do if they want to use this development for their own purposes? First of all: be patient. Do not spam customers indiscriminately with advertising using the watering can principle. Because the laws of digital communication cannot be applied vaguely and certainly cannot be transferred to everyone and every situation.

And then: marketing in moderation. First analyze the target group, then spread the marketing message accordingly. And always keep in mind: Good advertising works above all through trust. And how to win this is shown by the following example:

Being nice to customers pays off

Some time ago I got per eMail an apology from a mail-order company where I had ordered something some time ago. In the end, I almost ordered something: Because the ostensible apology was just a perfectly camouflaged marketing message.

The eMail was simply provided with "apology" in the subject. "Yeah, why?" I thought and clicked on it. Then I read:

Hello, Due to a technical problem yesterday it was not possible for every customer to order on ... without any problems. Therefore, I would like to apologize to you for the inconvenience you have experienced. As your satisfaction is most important to me, I have a very special offer for you today as a small reparation: Article XY for only EUR 7,79 without shipping costs instead of the usual EUR 13,90. Order item XY now - only valid for 3 days. I hope that I can continue to convince you as a loyal customer of our advantages ...

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Just a click - and what happens then?

What should I say: I was about to press order button. Then the red warning lamp in my head lit up: Attention, advertising, spam, you do not need the article. Of course, a glance at said website shows: There are always such special offers. Nothing special, then.

It has been scientifically proven that customers are more likely to use the word discount. And this is exactly the effect that was felt here. Whereas the "nice" apology made me die eMail read through to the end and not like the many spam advertisingeMails, leave unopened in the junk folder disappear.

What Marketeers Can Learn

With nice being, you keep on getting Best of HR –®Author Michael Moeslang wrote, meaning that executives should be nice to their employees. But this theme also applies right here. One apologizes first to the customer, who actually had no damage, and thus creates the feeling of trust.

Then comes the perfectly camouflaged marketing message. Customers, be careful!

But, dear Marketeers, who are trying to convince customers with aggressive methods, you should cut a slice of it. Because being nice and building trust will pay off. Always.

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  1. Laura Olesky

    Hurray, finally a post that gives me exactly the information I'm looking for. Thanks a lot for this!

  2. Holger Prieske

    Under “being nice” it is more likely “It's worth kidding your customers”. You can't seriously recommend that someone emulate.

    The more advertisements someone sends me, the more unsympathetic they become to me. Suppliers I can address when I need them are my favorite. Once a year for an occasion, a reminder “hello, we're still here” is something you put up with.

    But if this is based on a one-time purchase before 10 years (something I really have), then it just annoying, and then the receiver pushes sometime on the spam button.
    And if many do, then the sender of the supplier comes straight to the blacklist of preset spam filters, the major e-mail providers.

    • Simone Janson

      Thanks for the constructive reference to the eMail-Providern.

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