The most important loyalty and relationship drivers

While shopping, consumers often check other providers for better prices.Always on, totally networked, flexible and individual - in the digitalized world, the supposedly better option is always within reach. This is redefining commitment and loyalty to brands. However, in order to win over consumers as loyal customers, brands need to be trustworthy. Digital agency Wunderman determined in a research project.1. the brand experience must not be a product of chanceWith every contact, brands can build trust with consumers and invest in the relationship or damage it permanently. This is why every encounter must be planned as a brand experience. Consumers want a customer experience that is characterized by appreciation and unobtrusive care. Everything should work perfectly, effortlessly and smoothly at all times. Any obvious attempt to control the consumer is met with resistance. Brands need to find the balance between "feeling valued" and "being annoyed".2. loyalty programs enrich the brand experienceThe majority (68%) of particularly engaged consumers, known as prosumers, state that loyalty programs enrich their brand experience and increase their loyalty to the brand as a result. Prosumers want to interact with their favorite brand and help shape it. Loyalty programs are ideal for them if they meet their high expectations in terms of interaction, inspiration and convenience. However, loyalty programs also strengthen the relationship with more passive consumers. When designing the program, it is crucial to take into account that these consumers would rather be entertained and served than become active themselves.3. if the service is poor, the customer becomes disloyalIf the service disappoints at critical moments, the brand is punished with disloyalty and negative word of mouth. Conversely, good service is a relationship booster. The majority of study participants (58%) say that brands they are convinced of offer more than just good products, for example better service. Almost as many (57 percent) would even pay more for all the extras such as service, availability and advice. Brands must therefore ensure that the customer experience is excellent at every point of contact. This is the basic prerequisite for consumer loyalty.4. connecting common valuesThe clearer and more inspiring the emotional brand benefit is at every single point of contact, the more likely it is that loyalty will develop. The difference between the two terms is subtle but crucial. Loyalty arises in consumers thanks to expectations that are not disappointed, while loyalty is based on values that can be lived and confirmed. Brands must therefore be courageous in defining and communicating their own values. They have to accept that not all consumers will agree with them. But that is precisely what makes a brand authentic.5. companion in everyday life but without a boring routineThe more present a brand is as a companion in everyday life and the better and more credibly it fits into this, the closer the relationship. If the customer experience can be precisely formulated and implemented, this promotes good brand relationships. At the same time, however, the relationship must also be regularly refreshed so that it does not become boring in the daily routine. This requires the intelligent linking of customer data, automation solutions and digital touchpoints that go beyond purely promotional approaches.