<http://searchengineland.com/how-to-get-customers-and-keep-them-coming-back-33683>
**
**by Debra Northart**
<http://searchengineland.com/library/small-is-beautiful/>
Brand advocacy, reputation management, loyalty and reward programs
are all the rage now, as consumers have unprecedented opportunity to
broadcast their complaints as well as their satisfaction with
businesses, specific purchases and customer service. What customers
say is vitally important to the public perception of a business. While
advocates and reputation managers may work to improve and enhance the
image of a given company in the public eye, really only one thing is
required to establish and maintain a good reputation among consumers:
Provide the product you promise and support that product with grace,
humor, and efficiency.
Observing those steps will produce happy customers. That being said,
it is worth noting that just one disgruntled customer can wreak havoc
on a company's reputation if that customer chooses to blast their
criticism across blogs, industry forums, and message boards. They may
employ the new Google Sidewiki feature and place caustic comments
adjacent to your site (although some sites may turn off this feature
if they're aware they can do so.) Thus, brand advocates – along with
loyalty and/or reward programs, can help keep the brand shiny and
positive in the public eye.
As established in last month's column, customer reviews
<http://searchengineland.com/do-you-know-what-your-customers-say-about-your-business-31961>
are important to the perception consumers have of your business.
While unhappy customers seem all too willing to post condemnatory
comments based on their experience with you, happy customers are not
nearly as inclined to do the same
<http://www.emarketer.com/Article.aspx?R=1007458>
. In order to get those supportive customers to advocate for you, a
loyalty or rewards program can be just the step to encourage such
action.
What's in it for me?
Most of us are compelled by offers for "free stuff." If the free
stuff has real value that relates to what we already pay for, those
items attract interest. That interest can be used to create a body of
customers who will promote a business they are happy with. Customer
reward or loyalty programs offer perks which not only reward customers
but also work to retain those customers. A rewards program can serve
as a way for customers to share their positive experiences with your
products and services in a variety of online communities. In return
for their positive contributions, customers are rewarded with perks,
such as product upgrades, discounts, or points for benefits in the
future. The critical element required for finding those satisfied
customers is a truly happy customer experience.
A business can buy customers for a time, but once the truth of bad
customer support or a faulty product is evident, no reward in the
world <http://www.greatbrook.com/customer_loyalty.htm>
will keep a customer loyal. So, the key to the advocacy program is
to satisfy your customer. In so doing, you build a base for advocates
of your brand, and ensure their positive commentary. These satisfied
customers don't just provide a pool of potential brand advocates; as
customers who will continue to spend money and sustain the business's
financial health, they are also the bedrock of success for a business.
Reward, VIP, loyalty programs: what's in a name?
There are many types of programs that enhance a consumer's loyalty to
a business or a brand. Some are set up with a points system whereby
purchases receive a point-per-dollar value. Examples of this type of
program include MyCokeRewards <http://www.mycokerewards.com/>
, which allows point accrual for purchasing products from businesses
that may not be Coke's. This provides incentive to purchase Coke
products while earning points that may be used on other companies'
products. If customers are deliberating over which soft drink to
purchase, rewards from Coke brands might be just the incentive that
pushes them to buy from Coca-Cola! And the quality of the product
keeps customers coming back.
Other programs, such as Borders Rewards
<http://www.borders.com/online/store/BRLandingView>
, offer discount coupons to program members, along with a coupon for
a dollar value after a specific level of spend has been achieved.
Probably the most familiar rewards programs are those associated with
airlines. Upgrades in seating, access to airport lounges, and
discounts for airfares by using miles (points) for airfare or miles in
conjunction with money all are benefits that accrue to loyal
customers.
What's the plan?
If you are not prepared to undertake the creation of an in-house
loyalty program, it is possible to find existing program providers. A
quick online search can provide an extensive list of customer loyalty
program providers. Numerous guides on how to build and make the most
of your program are available if you are just beginning to develop
your rewards program. It's possible to find information on the style,
form, and size that fits your need.
Don't be afraid to entertain the prospect of a customer rewards or
loyalty program for your business. It could prove to be a great
benefit for your business, in terms of retaining customers and
promoting your business to future customers.
Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.
Debra Northart <http://searchengineland.com/author/debra-northart/>
is a founding employee and Director of Media Operations for
WebVisible <http://www.webvisible.com>
. Dr. Northart's experience spans nearly a decade of key management
and implementation for large scale local online marketing initiatives.
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