Building Customer Loyalty
Retaining customers and increasing revenue
When we think about marketing and branding, some common goals come to mind. How do we create more awareness of our brand? How do we generate new leads? A more important question might be: how do we build customer loyalty?
Let’s take the example of a heavy equipment dealer. In this case, the matter is further complicated by multiple brands influencing the customer; the brands they carry (think Caterpillar, John Deere, etc.); and the dealership’s own brand.
The Customer Journey
On average, 65% of a company’s revenue comes from repeat business of existing customers. And, it’s five to 25 times more expensive to acquire a new customer than to keep an existing one. One of the best ways for marketing to support sales is through customer loyalty programs. For heavy equipment dealers, this can be structured as a welcome kit program.
Building a Welcome Kit Program
1. Set Your Objectives
- Onboard customers to use digital resources
- Build awareness of full breadth of products and services
- Upsell/resell service agreements, machine accessories, etc.
- Build customer loyalty
2. Set Your Budget
- Overall budget: Include professional fees, print and merchandise expense, fulfillment and mailing
- Consider tiers or different value boxes
3. Map an Automated Journey for New Customers
Developing a clear workflow will help your team to successfully implement a welcome program and ensure that the relationship doesn’t end at delivery.
4. Design Your Welcome Kit and Physical Materials
Physical and print contents are a great way to build loyalty and onboard your customers. Consider including branded swag items, and QR codes to guide people to online offerings.
5. Develop Your Digital Assets
Connecting with your customers online is a great way to learn more about their preferences and stay in touch with relevant information. Common elements of a welcome program include a custom landing page and email/text automations.
6. Implement
When it’s time to press start, make sure you have a plan in place to track engagement and ROI.
Ready to Get Started?
If your customer feels appreciated and continues to be made aware of the products and services available, they are more likely to become a repeat customer. Ready to get started? Contact us today to discuss your project.