Take Apple, for instance, their products may have certain ups and downs now and then but customers who have been using Apple’s products will almost always continue upgrading rather than changing brands. Yes, brand loyalty has a lot to do with building this level of ‘fan-following’.
Brand loyalty is simply customers’ taste and preference toward a specific brand to the extent that they keep choosing the same brand despite multiple brands in the fray.
But a competitive advantage isn’t the only reason why e-commerce brands must focus on building loyalty. There are far higher benefits for them in the form of:
- Increased chances of repeat purchases – Retained customers spend 5 – 25% more than new customers
- Increased brand reputation – Satisfied customers are more likely to share that experience with their friends and families and play a huge role in attracting more customers
- Increased cost savings – It is 5 times more expensive to attract a new customer than an existing one
Just like how a loyal customer tribe is crucial to brand building, a positive overall customer experience is a major contributor to brand loyalty.
At this stage, it is important to remember that most of your efforts to build customer loyalty take place after the customer makes a purchase. However, the post-purchase phase is notorious for multiple issues that can affect the customer experience when unattended. Thus, we’ve set this article’s focus primarily on post-purchase issues that can cause a bump in your brand loyalty efforts.
Without any further ado, let’s take a look at the e-commerce hiccups in the post-purchase that bust brand loyalty and how you can tackle them.