January, 25 2011
Creating brand loyalty doesn't come easy, especially in uncertain economic times where purchasing decisions are made purely on price rather than brand affiliation. There have been numerous studies over the years, proving that loyalty is characterized by an emotional and behavioral response. At a time when the market is extremely cluttered and fragmented, consumers are reserving their loyalty to those brands who connect with them deeply and sincerely. Today's consumer is interested in the brand's philosophy, values, ethics and community advocacy. Starbucks is one example of a brand that lost brand power as consumers reacted to its 'corporate giant' status.
Consumers are becoming more demanding in their expectations, and it is extremely important for brands to develop emotional bonds and relationships with their customers. Consumers want brands that deliver on brand promises all the way through the “brand touchpoints.” Offering a good quality product or service is just the beginning of the story. When a customer gets a good product from you at a reasonable price he develops certain expectation. Now it is your responsibility to fulfill that expectation by maintaining the quality. If they don't get good product in the second or third time they will switch to some other brand.
On hold messages allow you to maintain consistency when it comes to your brand image! Your callers’ telephone interaction has direct correlation of how prospects and customers perceive your brand. If you leave the caller on hold in silence, within a few seconds frustration begins to set in. In fact, studies show that callers who wait in silence on hold will hang-up within less than 45 seconds. However similar studies conclude that 88% of callers prefer on hold messages versus canned elevator music or dead silence, and that callers will wait up to 3 times longer allowing you to serve them. The benefits to your brand when having on hold system are numerous for your brand image.
When customers buy your product or service for the first time they actually make a trial purchase. If they are satisfied they will keep coming back to you. Making a good product is not the end of the story. Many of the business owners do the same mistake. As soon as a product is bought they forget the customer. If you want to hold back a customer for repeat purchase you should improve your customer service. When done right, a professional music on hold marketing system engages your audience, extends a positive brand experience and builds brand value and loyalty. Consumers are still attracted to brands that deliver what they promise Quality is a vital attribute for securing consumer commitment and brand loyalty. Offer great service to a customer who have bought a product or service. They will surely come back to you as everybody prefer safe, familiar and quality product.