Customer Insights

How to understand loyal customers

Want better customer retention? Learn how to create loyal customers and keep them. Get tools to help you reach them and make it easy for them to buy from you.

What are loyal customers like?

Loyal customers choose you above others - others that could be offering them a better deal or discounted price.

Some loyal customers show their appreciation for your business by referring others, and most will talk about you openly and positively online or in the right conversation.

However, loyal customers need to feel that their custom matters to you. They expect to be remembered when they return to shop with you, e.g. you know their name and purchase history. They also want an enhanced customer experience to encourage them to keep spending money with you. These things keep the relationship alive.

See our top business tips on increasing customer loyalty:

Customer engagement tools

Build customer loyalty by personalising your marketing, gain valuable insights and knowledge to grow loyal customers, and give your business a standardised look and feel – see some of our suggested tools and services to make a lasting connection with loyal customers.

Sprout Social

All-in-one social media management and analytics platform for businesses.

About Sprout Social

Shopify

Shopify is a ecommerce platform, providing users with everything they need to start, run, and grow a business.

Canva

Build your brand with ease with Canva for Work. No design skills required, simply drag and drop.

About Canva

Traits of loyal customers

Engaged and listening
Honest with feedback
Needs personalisation
Trend & new product-focussed
Values customer experience

I like sticking with the same brands and companies because I know I can trust them.

Emma, loyal customer

How to get the attention of loyal customers

Give them tailor-made, loyalty offers, based on previous purchases.
Offer a simple and easy returns policy. Loyal customers will appreciate you being flexible, so they can buy and try with confidence.
Customers who want relationships with brands or businesses often research the relationships your business already has. Having reviews and spaces where other customers can talk about their experiences will make your brand more appealing.
Because loyalty stems from attachment and belonging, asking for input and feedback about a customer’s likes and dislikes is a good way to continue a conversation and make them feel valued.

Help them purchase

If loyal customers engage with you, ensure you’re able to provide a personal response or interaction.
If they make a return, or if they stop returning to your site and store, try to tempt them back with an incentive. Also, provide them with the option to give you feedback on their reasons why.
Create profiles for your customers to help you remember key details about the individual, what you have spoken about or what they have purchased. This will help you to make them feel special.

How you will lose them

Your product or service does not match expectations.
They’re not recognised as a returning customer.
Too little money is invested in keeping them by making them feel special.
No tangible rewards for their loyalty.

Other customer types

Cautious Customer

"I want the facts, so that I can make an informed decision."

About cautious customers >

Social Customers

"Communities are important to me and so is your opinion - but I also want to have my say."

About social customers >

Impulsive Customer

"I want to be able to do what I want, when I want."

About impulsive customers >

Tools and services for your business

Discover tools to cover everything from building a website to organising your finances and getting paid.

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