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Brandfully Yours: Love your customers
5 tips for building brand loyalty in 2025
By Tracy Pratt, - Brandfully Yours columnist
Feb. 16, 2025 5:00 am, Updated: May. 19, 2025 2:27 pm
The Gazette offers audio versions of articles using Instaread. Some words may be mispronounced.
Dear Favorite Business Leader:
Valentine's Day may be over, but the focus on customer appreciation shouldn’t be. Like any relationship, cultivating customer loyalty requires ongoing love and attention. You may be doing some of these already, but here are some strategies to strengthen your brand and deepen customer connections.
1. Website wisdom
- Go beyond “user-friendly” — Romancing the customer begins with a seamless web experience. Plot a basic customer journey and make sure messaging is clear and concise at every touchpoint. Keep it simple and avoid clutter. Consider content, navigation, design and functionality. Leverage technology with proactive chat, personalized recommendations and intuitive AI.
- Use data-driven decisions — Analyze website traffic to identify pain points and opportunities. Are customers abandoning carts or bouncing? Are they getting lost down a rabbit hole of content? Optimize accordingly.
2. Communication that converts
- Personalize your approach — There are lots of ways to communicate with customers. With email, don't blast everyone with the same message. Use segment lists based on interests, purchase history and engagement. Use data to understand what’s driving clicks and tailor content accordingly.
- Be proactive — Address potential issues proactively, such as shipping delays or recalls. Monitor local news and proactively address customer concerns that might be related to current events. Does the news talk of escalating consumer costs? Have your brand reach out with ways to save money. Is road construction affecting the path to your business? Reach out with alternate routes or a delivery option. Be helpful without the expectation of a “sale.”
3. Exclusive experiences
- Go beyond points and discounts — Offer exclusive experiences, such as early access to new products, personalized consultations, or invitations to exclusive events. For example, my recent health insurance experience included a dedicated human advocate, Deion, who answered questions, intervened on my behalf and provided ongoing support. I was told to contact him anytime for help, and I will. This personalized touch resulted in a 5-star review and positive feedback for Anthem BCBS.
- Embrace customer co-creation — Involve customers in the brand experience. Seek their feedback on product designs, service changes, even process improvements. People don’t have a lot of time, so make your solicitation brief and your “ask” meaningful.
4. The art of active listening
- Use feedback loops that matter — Actively listen to customer feedback and respond. If customers contact you, they’ve hit a boiling point. Make sure they feel heard and communicate back to them about solutions. Yes, haters will hate, but they might not hate so much if they are involved in helping to make things better.
- Understand social listening 3.0 — Watch the trends. What social platforms are people using, and what are they talking about? You don’t have to post everywhere, but you can listen. Use AI-powered tools to analyze customer conversations across platforms (social media, review sites, online forums). Monitor competitors or industry brethren, too. By analyzing brand and industry conversations, you gain deeper insights into customer perceptions, identify areas for improvement, and even inform the timing and tone of your own communications.
5. The unexpected ‘wow’ factor
- Reimagine “surprise and delight” — Instead of generic gifts or coupons, consider personalized gestures. For example, my local library sends me a handwritten thank-you note for my monthly donations in memory of my mom. An Etsy vendor sent me a piece of chocolate with fulfillment of an order. Or invite detractors to participate in brainstorming sessions with leadership.
- Empower and appreciate your front-line — Provide employees with resources and autonomy to address customer issues. Listen to their feedback and show appreciation for their efforts. Empathy goes a long way, both internally and externally.
True customer appreciation isn't about fleeting gestures of love. It's about strengthening core pillars of your business and building long-term relationships based on trust, respect, and a genuine desire to exceed expectations.
Brandfully Yours,
Tracy
Tracy Pratt, a Cedar Rapids marketing professional with expertise in communication, consumer behavior and AI, believes in blending data with storytelling to help businesses build stronger relationships with customers. Message her on LinkedIn: linkedin.com/in/1tracypratt
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