Omega Blog

Switch to a service mindset to see positive results in customer loyalty

Posted on 13 August, 2013

Effective marketing campaigns can generate a lot of foot traffic and inquiries for firms. However, turning these potential leads into sales requires more than simply offering a discount.

Multichannel Merchant stated that businesses that focus on serving their audience are able to provide stronger customer experiences and drive sales. While marketing and promotions help attract new customers, it is the services companies provide that will build brand loyalty and generate repeat purchases. For many organizations, particularly those in the B2B sector, this requires switching from a promotion-focused mindset to one concerned with delivering on promises.

The source noted that there are several ways businesses can improve the level of services they offer. Anticipating the needs of the audience is an essential step. Companies able to predict and provide what consumers want before they ask may see a rise in loyalty. This strategy includes using preferred channels to communicate and market products, offering self-service tools and even educating consumers about various feature and services provided.

Being proactive depends on understanding the audience. To gain deeper insight into customer preferences, many organizations rely on data analysis and direct feedback from surveys or social media. However, Fast Casual noted that these tools often focus on the wrong aspects of customer experiences. The source stated that customer satisfaction can often be misleading, as consumers who have satisfying experiences still seek value elsewhere with their next purchase.

A better solution is to create a positive emotional connection with the audience. The source noted that many of the factors that determine loyalty and engagement are tied to the general impression a guest receives. Everything from how well products fulfill a need to how employees answer the phone plays a role in customer experiences. This makes it essential that businesses consider every aspect of interactions with customers. Focusing on improving services will help guide decision-making within organizations and create the customer-minded culture needed to boost brand loyalty.

Businesses that consistently exceed customer expectations for service and support may be eligible to receive Omega Management Group's NorthFace ScoreBoard AwardSM. This industry award establishes recipients as innovative leaders in achieving service excellence based solely on feedback from their own customers.