What is the secret that compels people to choose a product from the same brand again and again? Emotional connection. It is this intimacy that is forged between the consumer and the brand on an emotional level that makes customers fiercely loyal towards a brand.
Take the instance of Coke or Google. One is a beverage brand and the other is a search engine name. Both these products were another chip off the block when they arrived on the scene. However, by virtue of their product quality, endless marketing pursuits, timely upgrades and customer satisfaction measures, they became leaders in their own fields and today have become generic names for products.
This emotional connectivity is what every brand hankers after. Brands want customers to be loyal to their products and leave no stone unturned in creating a lasting impact that can trigger an equation with customers.
The consumer of today is very value-conscious and pays more attention to the intricacies of a product, its brand value and customer experience. As if on cue, brands have started formulating strategies that hinge more on creating a long-lasting brand-customer relationship.
Customers today waste no time in voicing their regrets on social media platforms or shunning a brand if their customer services are dismal and they fail to solve an issue. A negative review on social media can spread like wildfire and can take down a brand’s image in no time.
So, it is imperative for B2B brands to connect with their customers on a deeper and satisfying level. Let us see how brands can connect lasting impacts on customers.
Let the uniqueness speak for itself
Brands that stand out from the melee by virtue of their uniqueness manage to carve out a place in the hearts of customers. The standalone quality can be in the name or some features of the product or simply the aesthetics that bowls a customer over again and again whenever he buys that product. Studies have found that brands that have focused more on providing an impeccable customer service right from its onset have succeeded in garnering a huge loyal fan base.
Swing with the changing trends
They say, “Adaption is the key to survival”. That’s true for every species on this planet and for a brand it’s no different. Staying updated with the current trends that evolve over time and adjusting our products to sync with the change is the mantra for the survival of a brand.
In the age of fast-paced digitization, customers don’t want to be left out in the race and want the latest features of a digital product in the shortest possible time. Or they will switch to a different brand.
While knowing the expectations of the customers is necessary to induct changes in product, brands today are resorting to social media platforms to collect insights into customer needs, behaviour, wants and engagement.
Connect with customers on a personal level
A personal acknowledgment note or a birthday greeting can go a long way in weaving a personal connection with the brand. In the same vein, customers connect with those brands more easily that provide tailored solutions and experiences. A customized tweak in a software product can buy a good deal of loyalty points for the brand and help it enjoy continued patronage from that client.
Be clear in your intentions
Transparency can be a great customer magnet. Consumers love brands that are transparent not only in their ads but also in their products. Walk the talk is the mantra most customers look for in brands. Dispelling misinformation and urban myths surrounding its features or hiding trade secrets for its own benefits can spell doom for a brand.
Wrapping up, it’s clear from the outset that a good relationship between a brand and its customers boils down to how much a brand keeps a customer invested in its business pursuits. While sending a correct message about a brand to its customers is important, prioritizing customer satisfaction and well-being is above everything else.