Research shows that in our time, customer loyalty to a company is driven by a combination of emotional connection, consistent value, and positive experiences. In addition, customers are demanding, buy faster, want to maintain control of their data (GDPR), are loyal to innovative brands, and want to feel safe and respected.
The modern Marketer is redefining the way in which the brand name offers value in a world that prioritises digitalisation. Therefore, he/she defines the brand loyalty strategy, guided by the above characteristics of the target group (or tribe) of his/her company, combining traditional practices with the digital tools available.
A requirement of the times is the transition of the Marketer from B2B and B2C models to B2Me; a requirement for a more customer-centric approach.
With Me meaning for the customer:
- “give me services that meet my own needs – Me”,
- “don’t waste my time with services that I don’t need”,
- “I want to feel that you know me and understand my needs, regardless of the medium through which I interact with your company”,
- “I feel safe with your company; you are there when I need you, you know my preferences/needs, and you are consistent, honest, and simple, with innovative services.”
The future is personalized: From B2B to B2Me
The inexhaustible opportunities provided by digital transformation tools are a canvas for action, the exploitation of which gives results that meet the demands of the times, the transition to B2Me.
A canvas based on the Cloud and its attached services, such as customer support automation, AI, interaction facilitation, data analytics, personalisation, etc. All of which culminate in advanced customer experience.
The following options are inspiring:
- Develop a single system that will include all customer touchpoints—telephony, chat, website, applications, in-store, social media, and email (omnichannel).
- Track customer interactions across all channels (using a cloud-based CRM).
- Predict customer needs, behavior, and preferences (using AI and machine learning).
- Develop voice & chat bots to provide fast and consistent support.
- Retain real agents for complex issues (human voice/contact remains a strength!).
- Use data analytics platforms to understand customers and loyalty drivers (data analytics).
- Leverage predictive analytics to identify customer churn risks or upgrade opportunities (predictive analytics).
- Dare to innovate—customers are loyal to innovative, relevant brands (digital transformation comes with innovative services!).
- Use digital transformation to strengthen cybersecurity and data privacy.
Between Artificial Intelligence and Human Contact, critical thinking for a balance between the two is the right choice!
Brand loyalty in the digital age is earned through intelligent and consistent human behavior—at scale. Digital transformation empowers businesses to do just that.
The impact of digital transformation on brand loyalty, briefly (indicative):
