Customer loyalty B2B
4 tips to build customer loyalty :
Customer loyalty costs 5 to 6 times less than conquering another.
According to one study, 72% of client contracts breakdowns are due to a relational deficit and not to a “technical-commercial” problem itself.
The older a customer is, the more revenue it generates. Maintaining a good working relationship with your customers is therefore crucial for your business.
Creating a close relationship and keeping good professional relationships without physical and regular contact is not so simple.
So, do not hesitate to release the great game to seduce your customer :
Showing flexibility and conviviality, listening to others, making them understand that their opinion counts and anticipates all types of events are so many elements that will influence the your client loyalty balance.
1. Integrate the customer with the company
The first and certainly most important element is to integrate and involve clients in a community. If your customers feel integrated, they will want to share, follow their evolution. It is also a way for you to send them relevant information on video, photo or other media. Content that they feel will be added value and not just promotion or product valuation.
2. Adapting to the client
Another very important element of B2B loyalty is the ability to adapt. You must be able to adapt to exceptional situations. If the client requests last minute favors or services, you must be able to organize yourself to satisfy him. Thus, the proximity to it will be more important.
Beyond retaining your customers in B2B, it is also very important to know their opinion. Do not hesitate to evaluate the customer service by proposing a play quiz enabling them to respond quickly and easily to your inquiry. It will also need to be studied and taken into consideration in order to change and improve this service. If customers notice that their advice has been listened to, they will feel all the more integrated and loyal to the company.
4. Loyalty Program
As you can see, today, it is no longer enough to use a points system to reduce purchases, it is necessary to favor personalization, with a targeted program and particularly grateful to the most important customers. That’s why you need to know your customers.
Animate your customers on different loyalty factors:
- Purchase volume
- Market share on the store
- Change in turnover compared with one year to the next.
- Customer service
You will also be able to mix these different factors to establish studies and obtain results in order to have several visions of loyalty levels of your customers.
Side Note : The purchase volume does not reflect the level of loyalty of a distributor. Indeed, a large distributor who will buy you € 100,000 worth of products and reaches a turnover of € 2 million will not be more faithful than a small distributor who buys you in small volume but where the PDM of your brand represents more than 50% in his store.
Article written by Charlotte Rapin, March 16, 2017.