Synonyms: allegiance, devotion, sincerity
From a definition standpoint, when we talk about loyalty we are talking abut the result of delivering a consistently positive experience for your users or customers. Loyalty can equate to things like return visitors, customer retention, successful land and expand for B2B accounts, etc.
Why do we care about loyalty?
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Customer loyalty impacts nearly every business metric. Without loyal and happy users/customers, organizations will struggle because loyal customers or users provide more consistent business. Plus, it is more costly to acquire new customers than it is to maintain repeat customers – in fact brands spend 11x more recruiting new customers than retaining. Loyal customers also tend to spend more money than new customers.
How do we build loyalty?
The best way to build loyalty (as mentioned in the intro) is to consistently deliver a positive experience for your users. This includes a positive experience on the website as well as offline touchpoints such as customer service. In addition to that, users feel positive when the content and experience delivered is relevant to their specific needs so having strong personalization and segmentation can be greatly beneficial.
Stay thirsty, friends!