Aliza Polkes
Copywriter & Editor @ Yotpo
May 26th, 2020

6 Strategies for Cultivating Lasting Customer Relationships

The modern buyer journey is omnichannel and unpredictable.

Table Of Contents

From what was once a linear path from discovery to purchase, shoppers now jump between channels and devices, often switching back and forth many times before actually buying.

Instead of focusing on moving customers along a clear path to purchase, today’s most successful brands are driving self-perpetuating growth through next-level customer experiences. This new growth model involves three key phases:

  • Collecting data, feedback, and other types of influential content
  • Curating your content intelligently across channels and at key customer touchpoints
  • Cultivating relationships with your customers to build a strong and loyal brand community

In this post, we’ll cover the third phase, outlining six ways your brand can drive meaningful interactions with customers to ensure they’ll stay by your side in the long run.

1. Make shoppers feel like VIPs

The same loyalty program you’ve implemented to drive retention and CLTV can be used to foster a sense of community among your customers. The key here is to design a special, exclusive experience for your most devoted shoppers.

Implement VIP tiers; as shoppers move through them, offer benefits like early access to new product releases or one-of-a-kind swag. Ensure that only VIPs have access to these special perks, so your customers feel truly valued and understand that their loyalty truly matters to you.

2. Create a community for insiders

Rather than just interacting with shoppers on Instagram or Twitter, create a group chat on Facebook Messenger, WhatsApp, or Slack where they can connect directly with other, like-minded customers.

The recipe for success here involves creating two groups. One should be geared to your brand loyalists, who are naturally drawn towards your content and obsessed with your products. The other should be more accommodating to newcomers — if you’re a luggage company, for example, the topic of conversation could be centered around travel tips and planning.

These more intimate forums allow for increased engagement both with and among your brand community.

3. Start a conversation

Like every relationship, the one between you and your customer requires effort and engagement on both sides. To that end, when a customer takes the time out of their day to submit a review, you should also take the time to respond.

If the review is positive, leave a comment thanking them, or ask them what they’d like to see more of. If it’s negative, apologize and offer a discount towards their next purchase. Customers will be more likely to engage with you again if they see you’re taking the time to listen and respond to their feedback.

4. Build a community with UGC

While displaying reviews and customer photos and videos onsite and in ads is a given, don’t stop there. Find creative ways to feature your customers’ UGC to the rest of your community, whether by retweeting your favorite customer photos or sharing them to your Instagram stories with a special call-out. If customers see you celebrating their content, it will inspire them to share again and again.

5. Make product development collaborative

Actively encourage your customers to share their thoughts on what product they’d like to see you develop next. Make it clear that you’re taking their feedback into account by sharing updates on social.

Just a day before announcing their new electric toothbrush line for kids, quip shared a photo of a Tweet — asking them if and when they’d be making toothbrushes for kids — on Instagram, with the caption, “We’ve seen the chatter. Stay tuned for a little something, coming tomorrow.”

6. Drive smarter referrals

It’s no secret that referrals are one of the most effective ways to spread your brand love. The LTV of a referred customer tends to be higher than that of an average shopper by as much as 3x.

Make the absolute most of the power of referrals by investing in a smart referral marketing program that allows customers to send referrals links directly through Facebook Messenger or email. This can be up to 15x more effective than simply posting the link on a social platform.

Download The New eCommerce Growth Model: Advanced Strategies for Brands to learn how your brand can succeed in today’s new eCommerce landscape. 

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