How to Build Greater Customer Loyalty Internally

When businesses think about building loyalty, they usually look outwards. Marketing efforts that make them appear transparent, friendly and solution-oriented govern the majority of their strategy. But being trusted by your audience is about so much more than having an affable tone on social media or responding quickly to their messages. Real loyalty stems from ongoing trust in your entire organization. When you operate authentically, you don't have to strive to be transparent. You already are. You also gain far greater trust by demonstrating a commitment to quality and experience.

If you want to improve customer loyalty, increase retention rates and see more business come back around, read on.

Get the Right Risk Management Protection

From cybersecurity to safety equipment, there is no level of your company that shouldn't have protective measures in place. Aim for a proactive over a reactive risk management style. You don't need to be hyper-vigilant, but you should address your biggest what ifs and have the right countermeasures in place. If you have a fleet, trucks are equipped with cameras bring greater security to you, your drivers and your customers. AI dash cams offer real-time incident detection alerts drivers and managers when there's a problem. Preventative in-cab coaching helps drivers avoid accidents in the first place.

Create a Development Model

You have a business model, but what about a team development plan? Do you have the ideal growth of your company's team mapped out as much as your financial objectives? Having a roadmap for growth that isn't tied to figures opens up infinite possibilities. You get a much greater view of the current culture, where it's working and how it needs to change.

An ongoing commitment to growth also helps demonstrate your desire to better serve your customers. Through your own improvement, people will become excited to stay along for the journey. You can document some of your efforts to help your team thrive and bring a better experience to your consumers online. This is where social media can be most beneficial. When it showcases real things going on behind-the-scenes, not superficial advertisements that people have seen a million times over. Pay attention to social media trends so that your efforts are not too dated and irrelevant.

Ask for Feedback

Feedback from customers and having a good customer feedback strategy is one of the greatest tools you can use to improve your internal operations. While you still need to take the reins and make high-level decisions, you should base them off what your audience wants from you. Take your positive feedback with a smile, but really focus on the most negative customer experiences you face in a given year. What went wrong? Was it miscommunication? Misinformation?

In some cases, you really didn't do anything wrong. But in many others, you may find that there are a few areas you could improve to prevent people feeling frustrated or ignored in the future. Feedback doesn’t have to be over-the-top or drawn out. In fact, every engagement with your company can be seen as valuable input. How often do customers reach out to you when they have a problem? Are they likely to visit your website first and then call in? Are they often asking for resources that don't exist? These questions and more can help you draw bigger conclusions from everyday interactions. The result is a more cohesive, fluid brand identity that builds your business a little higher each day.