Segmenting your customers might sound like some kind of herding process that uses far too much bias when favoring certain customers over another. But for a business, you have to think about who your most loyal customers are so they can help you sustain success for many years. However, even those loyal customers are going to come in degrees. You need to segment who these people are and find ways to make them a part of the smaller group that are the most loyal.
Scoping Out the True Loyals
According to Selligent, the most loyal customers will generally make up 20% of your customer base. That’s something you want to grow, though it’s not always easy to find people willing to do anything to promote your business. If you have an excellent product, the chances of this increasing are always good. Most of all, these people will likely have an emotional connection your business and may feel like they’re part of your family.
You should never resist the above. Treat these avidly paying customers well with the best customer service and special deals throughout the year.
Loyals with No Emotional Connection
You may have quite a few loyal customers who come to you simply because you’re the only niche business available in their home town. That can happen sometimes in small towns, and those customers may act a little less friendly when buying your products. These loyal customers need to join the loyals that have a more personal connection. Otherwise, you might lose this less emotional customer base to someone else if a competitor happens to open in your town.
Use the same tactics as you would with the diehard loyals, including superior customer service and giving away free products. After a while, they’ll warm to this and realize you value their business.
Loyals Who Buy Online
Those loyal customers who only buy regularly from you online will be a face you don’t know. However, if you want to connect with them in a more personal way, it’s best to study their background through your database records and send them offers that cater to what they buy from you. You can scope out considerable amounts of information about customers from database records and their buying habits.
Using the above analytics can help you convert them to the top tier of loyal customers. Also, an email marketing campaign can work toward retaining these people who may never meet you in person.
Customers Who Shop at a Combination of Related Stores
Sometimes due to financial reasons or more personal factors, customers will split up their allegiance to certain businesses. This can happen with grocery outlets or retail stores. You need to study your competition and find out ways you can convince this partial loyal to shop strictly at your store. Adjusting your prices and offering other incentives can frequently change this quickly.
Remember that making your customer service above and beyond the others will be readily noticed. Most customers will prefer a place with that kind of service, regardless of what the prices are.
It’ll be a happy day for you when you no longer have to segment these people and they’re all part of one group. The important thing is that once you have a strong percentage of emotionally-connected loyals, don’t change your brand without getting feedback from those people first. Any perfect business model that gets altered without notice can make loyal customers run to your competitors in an instant.