How to Increase Customer Loyalty: 6 Types of Loyal Customers

Customers who repeatedly return to a business exhibit customer loyalty. A company can create long-term loyal customer relationships by providing a positive customer experience, offering quality goods and services that meet consumer expectations, and maintaining consistency. The following is a breakdown of the different types of loyalty you might encounter within your customer base: 1. __Convenience customers__: These customers keep coming back because it’s convenient for them to do so. While they might not have a deep connection with the brand, they will become reliant on and accustomed to the ease of use, translating into long-term loyalty. 2. __Satisfied customers__: Positive experiences with products and the purchasing process result in happy customers who are more likely to return, establishing a degree of loyalty to the brand. 3. __Quality loyalists__: If something your company offers is appreciably better than the competition, this can translate into customer loyalty. If enough people know that the product they get from your company is a cut above the competition, they will keep coming back. 4. __Price loyalists__: If you can undercut your competitors in terms of price, you will have a decisive advantage over them in creating customer loyalty. You will be well on your way to creating a loyal customer base if you can reliably deliver lower prices. 5. __Brand advocates__: The most loyal customers will do some of the work of growing your brand for you. These customers promote [word-of-mouth advertising](https://www.masterclass.com/articles/marketing-strategy-guide); they can be hard to create, but they are the most valuable customers and the most likely to give your brand referrals. Customer loyalty is one of the most valuable assets to companies. Customer loyalty can be a challenge to create and grow, but it has many benefits, including: 1. __Better customer retention__: New customer acquisition can be time-consuming and expensive. When you have loyal, repeat customers, you have to spend much less to keep them coming back rather than making additional outlays to garner new customers. 2. __Increased profitability__: Companies with strong customer loyalty are more profitable. A five percent increase in customer retention rates can increase profits by twenty-five percent or more. 3. __Higher spending__: Return customers will likely spend a more significant amount of money than new ones, which increases over the length of time they spend as loyal customers to that brand, adding value to your company’s bottom line. 4. __Frequent spending__: Just as loyal customers spend more money, they also buy more frequently. Over the long term, this can add up to significant revenue and profits. 5. __Predictability__: When your brand has a good base of loyal customers, it is easier to make both short-term and long-term business plans. Knowing there is a certain amount of stability to your company’s income helps strengthen your standing in the market. 6. __Free publicity__: The most loyal customers are also more likely to tell their friends and family about the brand than casual or one-time customers. This adds up to a robustly growing customer base, as word-of-mouth can spread rapidly and effectively. Creating a strong base of loyal customers requires a way of measuring that loyalty. The following are some of the best ways to measure customer loyalty: 1. __Customer loyalty index__: Known as the CLI for short, this measurement derives from customer surveys. CLIs typically comprise a standardized set of questions for existing customers to share what they like and dislike about the brand. 2. __Net promoter score__: The NPS is a measure of current customer loyalty that’s generated by asking this simple question: “how likely are you to recommend us to family and friends?” From this, companies can assess customer loyalty. 3. __Lifetime value__: Also known as LTV or CLV, customer lifetime value measures how much money customers spend on the company from their first-time purchase to the latest. When charted over time, this metric can provide a good indication of customer loyalty. 4. __Churn rate__: On the other side of the spectrum, the churn rate measures how many customers you are losing, either through the cancellation of subscriptions or through other means of ending the engagement over a specific period. Also related is revenue churn, which measures the revenue lost due to churn. When building customer loyalty, there are a few different loyalty strategies that have shown reliable success: - __Establish a loyalty program__. One of the most reliable methods for increasing loyalty is creating a customer loyalty program. These programs offer an incentive for loyalty and repeat purchases, such as discounts, rebates, or special promotions. You might further incentivize customers by creating a referral program. - __Encourage customer engagement__. You can engage customers with surveys, cultivate an interactive social media experience, or ask for open-ended customer feedback. The more opportunities customers have to form a relationship with the brand, more likely they are to become loyal customers. - __Prioritize customer service__. It may seem like a no-brainer, but all too often, brands overlook the importance of great customer service. Companies often outsource customer care in today's market, but directly interacting with customers is a great way to improve customer loyalty. - __Personalize the customer experience__. Personalized service leads to customer satisfaction. Customers that feel a personal connection with the brand are more likely to reward your company with repeat purchases and loyalty. - __Research your customer base__. Also known as segmentation, this research process involves customer data. You can segment your promotional materials into targeted segments to make specific connections between your brand and different customer groups. Become a better communicator with the [MasterClass Annual Membership](https://www.masterclass.com). Spend some time with Daniel Pink, author of four *New York Times* bestsellers that focus on behavioral and social sciences, and learn his tips and tricks for perfecting a sales pitch , hacking your schedule for optimal productivity, and more. Customer loyalty is one of the most critical elements for a company’s success. Learn more about this concept and how to build a loyal customer base.