After working with your team to develop a customer loyalty taxonomy, it is essential to define your suspect customers' "loyalty elasticity."  For example, individuals consistently seeking the lowest-cost option often do not perceive any advantage in being faithful - they are loyal inelastic as it has little bearing on their purchase.  Recognizing customers and markets more or less likely to be loyal is often overlooked when picking markets to target. Gallatin utilizes this parameter and many more to help you identify potential customers who appreciate the value of loyalty.

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Next, we assist you in developing sales strategies that convert prospects into customers willing to exchange their loyalty for the company's loyalty.  A strong example of that in technology marketing would be an account-based marketing (ABM) campaign engaging a suspect with a whitepaper. Once they’ve downloaded the whitepaper, they’ve become a prospect/lead as they move further along their buying cycle and up the customer loyalty stairs.  Since this is also the stage in which prospects begin engaging with your brand, your brand image must contain vital elements of valuing long-term customer relationships.  

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Once you have converted prospects into new customers, what comes next? The transition from sales to account management can be fraught with challenges that may lead to a negative start in the customer relationship. Ensuring that a customer's initial experience is positive is essential. Research indicates that nearly three-quarters of technology business customers would consider switching to a competitor after a single negative experience at the start of their relationship. Gallatin helps develop and implement effective handoff strategies and checkpoints for sales teams at the beginning of customer relationships to enhance this crucial initial experience.

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As you enter the client success stage of the Customer Loyalty Staircase, ensuring customers have a consistently positive experience is a priority to create repeat customers. Whether a small business or a global market leader, repeat customers help you maximize profit margins.  Gallatin helps your team build a feedback system that measures this performance and quickly identifies weak points.

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A supporter is a customer willing to publicly support your business.  Deploying the proper customer success strategies takes time and effort to turn a customer into a supporter.  

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You have finally achieved the ultimate goal: customer advocacy, also known as brand advocacy. Since potential customers typically consult four to ten sources for honest opinions, your objective is to maximize both the number and effectiveness of customers who can act as reliable information sources for them. 

 

The most common tools for creating this peer-to-peer marketing strategy include referral programs, social media advocacy, testimonials, and Voice-of-the-Customer (VOC) market research programs. Gallatin has supported some of the largest organizations in the world in developing international customer advocacy strategies. We look forward to sharing our knowledge and experience with your team to enhance the success of your customer advocacy efforts.​