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How Can a Brand Build a Loyal Customer Base?

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For every single sector of the market, no matter how niche or broad, there are dozens of competitors. So, especially for newer businesses, it can be difficult to build a base of loyal customers. The trick to increasing customer loyalty is to understand your target market and find out what would make them choose you over your similar competitors. But having a strong product offering just isn't enough. Businesses actively need to be finding ways to build relationships with customers so that they remain loyal, become positive spokespeople for the brand, and are ready to hear about the future of the company.


Targeting New Customers

Before you have any customers to become loyal, you need to go out and get them. Rewards for new customers are a quick win for businesses to attract new customers for an initial point in time to generate some quick sales. These customers might not be convinced to remain once their new customer offer expires, but by then they'll reach out to another crop of new customers, keeping the cycle alive.

Phone contracts and TV/internet packages are famous for reaching out to new customers with deals that their current customers baulk at. UK TV providers Sky and Virgin both have strong competing offers for new customers who are looking to sign up to the TV packages. Gyms are also famous for appealing to those who aren't members. All three are difficult to get out of once the cooling off period is over, so keep customers due to the hassle it would take for them to transfer.

Rewarding Long-term Customers

Long-term customer rewards are also important. While new customer offers work to entice people to use the brand initially, keeping their engagement throughout is also critical in creating a long-lasting relationship. By rewarding customers who have stayed with the brand loyally over a period of time, the relationship can further be forged.

Long-term customer rewards are also important. While new customer offers work to entice people to use the brand initially, keeping their engagement throughout is also critical in creating a long-lasting relationship. By rewarding customers who have stayed with the brand loyally over a period of time, the relationship can further be forged.

Slotsjudge rewards, for example, include a points system that benefits gamers not for playing the games, but for being active in the gaming community. Points can be won for publishing blog posts, answering queries, registering accounts and referring friends. The loyalty comes not in the way of the points, but in the building up of a real community atmosphere, which will create a more conducive environment.

Rewarding Big Spenders

Supermarkets use loyalty cards that give points for purchases, which can be redeemed later for treats, or money-off shopping. The more you spend there, the more points you get and potential for rewards. But, occasionally, they also give vouchers for a specified amount off the next shop. They understand that the target market wants bargains, and offering just 15% off the next shopping bill would be enough to increase repeated custom. The supermarket, in the mind of the customer, will have the reputation for being customer-friendly and good value, as well as trying to help out their customer base. People would be more likely to go to a supermarket they have a loyalty card for than one they don't.

Developing Brand Ambassadors

Another trick to increasing customer loyalty is by creating ambassadors for the brand of your customers. One way to do this is through discounts for referring friends.

Not only will the current customer become a beacon for your brand and signal the benefits of your brand and products through word of mouth marketing, which has a high conversion rate.

But they will also encourage their friends, who may then do the same. By feeling like part of the club by gaining benefits for themselves, they will be more likely to speak and act favourably to the business.

Rewarding Impulse Purchasers

The technology used to shop online is beneficial for companies to find which of their customers are more inclined to buy what they have had in their baskets or what they have been looking at. So sending emails with those products could result in sales. Basket abandonment is also something brands take into account in order to ensure customers are loyal, by occasionally offering incentives to make immediate purchases to those people who have placed something in their e-shop basket but not bought it. This creates a connection between the brand and the customer as the customer perceives the brand to be giving them something extra. But, it is all factored into sales targets and profit margins.

Consistent Communication

Building customer loyalty is difficult, and even though there are a number of tricks available in your arsenal to do it, many are reluctant to appear to be shaving so much money off their products all the time. There's a fine line between happily appeasing customers and ensuring your business doesn't look like there's always a sale on and that you are making a decent enough profit.

Finding the customer loyalty programmes that work to ensure you succeed in business and keep customers happy is the key to any successful business.
Career

Male Managers Afraid To Mentor Women In Wake Of #MeToo Movement

Women in the workplace have always experienced a certain degree of discrimination from male colleagues, and according to new studies, it appears that it is becoming even more difficult for women to get acclimated to modern day work environments, in wake of the #MeToo Movement.


In a recent study conducted by LeanIn.org, in partnership with SurveyMonkey, 60% of male managers confessed to feeling uncomfortable engaging in social situations with women in and outside of the workplace. This includes interactions such as mentorships, meetings, and basic work activities. This statistic comes as a shocking 32% rise from 2018.

What appears the be the crux of the matter is that men are afraid of being accused of sexual harassment. While it is impossible to discredit this fear as incidents of wrongful accusations have taken place, the extent to which it has burgeoned is unacceptable. The #MeToo movement was never a movement against men, but an empowering opportunity for women to speak up about their experiences as victims of sexual harassment. Not only were women supporting one another in sharing to the public that these incidents do occur, and are often swept under the rug, but offered men insight into behaviors and conversations that are typically deemed unwelcomed and unwarranted.

Restricting interaction with women in the workplace is not a solution, but a mere attempt at deflecting from the core issue. Resorting to isolation and exclusion relays the message that if men can't treat women how they want, then they rather not deal with them at all. Educating both men and women on what behaviors are unacceptable while also creating a work environment where men and women are held accountable for their actions would be the ideal scenario. However, the impact of denying women opportunities of mentorship and productive one-on-one meetings hinders growth within their careers and professional networks.

Women, particularly women of color, have always had far fewer opportunities for mentorship which makes it impossible to achieve growth within their careers without them. If women are given limited opportunities to network in and outside of a work environment, then men must limit those opportunities amongst each other, as well. At the most basic level, men should be approaching female colleagues as they would approach their male colleagues. Striving to achieve gender equality within the workplace is essential towards creating a safer environment.

While restricted communication and interaction may diminish the possibility of men being wrongfully accused of sexual harassment, it creates a hostile
environment that perpetuates women-shaming and victim-blaming. Creating distance between men and women only prompts women to believe that male colleagues who avoid them will look away from or entirely discredit sexual harassment they experience from other men in the workplace. This creates an unsafe working environment for both parties where the problem at hand is not solved, but overlooked.

According to LeanIn's study, only 85% of women said they feel safe on the job, a 5% drop from 2018. In the report, Jillesa Gebhardt wrote, "Media coverage that is intended to hold aggressors accountable also seems to create a sense of threat, and people don't seem to feel like aggressors are held accountable." Unfortunately, only 16% of workers believed that harassers holding high positions are held accountable for their actions which inevitably puts victims in difficult, and quite possibly dangerous, situations. 50% of workers also believe that there are more repercussions for the victims than harassers when speaking up.

In a research poll conducted by Edison Research in 2018, 30% of women agreed that their employers did not handle harassment situations properly while 53% percent of men agreed that they did. Often times, male harassers hold a significant amount of power within their careers that gives them a sense of security and freedom to go forward with sexual misconduct. This can be seen in cases such as that of Harvey Weinstein, Bill Cosby and R. Kelly. Men in power seemingly have little to no fear that they will face punishment for their actions.


Source-Alex Brandon, AP

Sheryl Sandberg, Facebook executive and founder of LeanIn.org., believes that in order for there to be positive changes within work environments, more women should be in higher positions. In an interview with CNBC's Julia Boorstin, Sandberg stated, "you know where the least sexual harassment is? Organizations that have more women in senior leadership roles. And so, we need to mentor women, we need to sponsor women, we need to have one-on-one conversations with them that get them promoted." Fortunately, the number of women in leadership positions are slowly increasing which means the prospect of gender equality and safer work environments are looking up.

Despite these concerning statistics, Sandberg does not believe that movements such as the Times Up and Me Too movements, have been responsible for the hardship women have been experiencing in the workplace. "I don't believe they've had negative implications. I believe they're overwhelmingly positive. Because half of women have been sexually harassed. But the thing is it is not enough. It is really important not to harass anyone. But that's pretty basic. We also need to not be ignored," she stated. While men may be feeling uncomfortable, putting an unrealistic amount of distance between themselves and female coworkers is more harmful to all parties than it is beneficial. Men cannot avoid working with women and vice versa. Creating such a hostile environment is also detrimental to any business as productivity and communication will significantly decrease.

The fear or being wrongfully accused of sexual harassment is a legitimate fear that deserves recognition and understanding. However, restricting interactions with women in the workplace is not a sensible solution as it can have negatively impact a woman's career. Companies are in need of proper training and resources to help both men and women understand what is appropriate workplace behavior. Refraining from physical interactions, commenting on physical appearance, making lewd or sexist jokes and inquiring about personal information are also beneficial steps towards respecting your colleagues' personal space. There is still much work to be done in order to create safe work environments, but with more and more women speaking up and taking on higher positions, women can feel safer and hopefully have less contributions to make to the #MeToo movement.