Top 5 Customer Service & CX Articles for Week of June 10, 2024

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

Customer Loyalty Stats in 2023: Loyal Customers Spend More! by Jeff Beckman

(The Tech Report) Consumers do not usually just focus on the function and appearance of a product when purchasing products. When it involves the quality of a product, then the name of the brand becomes a crucial factor in making a purchase decision for most users. For this reason, many opt to go for a well-trusted company rather than a newbie in the industry.

My Comment: There is a theme to this week’s Top Five articles: customer loyalty. So, we’ll lead with an article filled with stats and findings that will give you a sense of what customers want and expect from the brands they keep returning to. And, if you enjoy this type of article, you’ll also want to check out our annual customer service and CX research (sponsored by RingCentral).

Unlocking Customer Loyalty: 5 Core Motivations Powering Personalized Marketing by Alicia Arnold

(MarTech) Personalized marketing taps into core human desires. Here’s how to create tailored experiences that resonate with customers on a deeper level.

My Comment: Personalization is a powerful loyalty strategy. People want to feel that the companies and brands they do business with know them. This article has five “motivators” to consider. Customers want to feel a personal connection, a sense of belonging, a level of emotional engagement, and an easy experience—all of which can get a customer to say, “I’ll be back!”

Lessons in Loyalty from the Sports Industry by Michael Harris

(The Wise Marketer) Brands looking to continuously seek innovative strategies to engage and retain their customers should look towards the sports industry and fan engagement for how to not only gain an advantage against the competition but to turn their customers into diehard fan-level devotees and advocates.

My Comment: It’s time to turn to the sports industry for a lesson in loyalty. It would be great if a company or brand could create an emotional and loyal connection to its customers similar to the way a sports team connects with its fans. This article uses FC Barcelona (soccer/football) as an example. Soccer teams, especially in Europe and Central and South America, have an intense fan base. How do they do it? This article gives you some of the answers.

The Science Behind Why Customers Stay Loyal by Yajush Gupta

(Dynamic Business) Understanding why customers stick around can be tricky, especially when factors like subconscious influences come into play. This creates challenges for business leaders wishing to boost customer loyalty.

My Comment: This article is an introduction to Mail Chimp’s loyalty report, which focuses on the scientific approach to understanding the psychological drivers behind loyalty. It’s more than rewards, prices, and value. Sometimes, it’s even irrational behavior. There is also a link to the original report, which you can download if you want a deeper dive into the topic.

8 Marketing Methods to Build Client Loyalty in the Travel Industry by the Fast Company Executive Board

(Fast Company) In the digital economy, now more than ever, promoting travel destination deals to potential customers is extremely competitive. Everyone travels for specific reasons, so it’s important to identify who your target audience is and how best to customize your offerings.

My Comment: It doesn’t matter if you are in the travel industry or not, there are ideas in this article for you to consider. Even though the title uses the words Marketing Methods, it’s important to remember that CX is a powerful marketing strategy. Everyone has taken a trip, so this is the perfect case study that we can all relate to.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.