While the barriers of time and space have been abolished, there are many options and competition between institutions and companies is on the rise. Each seeks to provide high quality, competitive prices to attract and win customers. Brands are now facing a major challenge in losing their customers’ loyalty if they fail to offer their best by creating unconventional attraction mechanisms, otherwise opening their doors to competition.
Although quality and price factors are important in determining the value and prestige of a brand, the loyalty of its customers further determines how successful it is in the market, distinguishes it from competitors, and strongly indicates its ability to continue in the future. Look at their promotional campaigns or special offers by competitors, regardless of the price of the product or service you offer or any casual changes that may occur.
“Building Brand Loyalty” Strategies
Building and maintaining customer loyalty is not a coincidence. It requires brand management to put a lot of time and effort into designing effective and effective strategies that result in a set of procedures that aim to provide the best service to customers who frequently purchase their products or use their services periodically, “Brand Loyalty Management”.
Keeping customers loyal – necessarily – needs to go beyond satisfying their desire to have a good product or service. The customer is always looking for more, so it is very rewarding to build loyalty / reward programs (Loyalty Programs), which are designed to reward clients, maintaining them as permanent customers; and seeking to increase their level of satisfaction and deepen their loyalty to the brand.
Rewards programs may include a set of processes, programs or mechanisms designed specifically for each brand and its customers to ensure continuity of communication, and it is up to the discretion of the brand management to be in accordance with plans and follow-up continuous without time or seasonality in communication.
This program is based on the necessary proactive step taken by the majority of profit organizations, namely, determining the different levels of rewards customers will receive when acquiring brand products or services, including levels of functional benefits in the field of tag work and emotional benefits, And social relations between the institution and its clients, to establish their loyalty to them, and this move is known as “brand ladder”.
Among the strategies to build loyalty is also: designing structured programs to manage and control customer service processes, including monitoring their purchasing behavior, evaluating mechanisms for dealing with their complaints and proposals, addressing negative attitudes towards them, and periodically measuring their satisfaction with the brand and its products or services.
Here, it is very important to devise mechanisms to evaluate the brand’s path and measure its (brand asset Valuator-BAV), such as those developed by( Young & Rubicm) to measure the value of its brand, The two main pillars are (Brand Stature), it points to its market position, its ranking among competitors, its current and future client base, (brand vitality),they are intended to grow their own business now and in the future.
Finally, the organization’s management of customer loyalty involves a step no less important than the above: (Brand Valuation), which is concerned with determining the total financial value of the mark. In accordance with ISO 10668 standards, the organization can estimate the approximate value of its brand based on key elements: transparency, legitimacy, reliability, objectivity, adequacy, and financial, behavioral and legal standards.
Hence, there is an urgent and lasting need for brands to differentiate and develop their products or services, in order to appease old customers and acquire new ones, and build solid foundations for their loyalty based on providing them with positive purchasing experiences and good human and social feelings that remain in their minds for long periods of time and make them They feel that they are an essential part of the brand, and enthusiastically promote it in their surroundings as if it is their own brand.