What is customer loyalty? Classify customers on the basis of needs, nature and expectations

Customer loyalty defined

Customer loyalty describes an ongoing emotional relationship between you and your customer, manifesting itself by how willing a customer is to engage with and repeatedly purchase from you versus your competitors. Loyalty is the byproduct of a customer’s positive experience with you and works to create trust.

Loyal customers

• Purchase repeatedly
• Use what they purchase
• Interact with you through a variety of different channels
• Are your biggest proponents, sending others to you and providing proactive (and reactive) positive feedback

7 main types of customer needs

1. Friendliness

This is the most basic customer need that's associated with things like courtesy and politeness. Friendly agents are a top indicator of a good customer experience, according to the customers surveyed in our 2021 Trends Report.

2. Empathy

Customers need to know the organisation understands and appreciates their needs and circumstances. In fact, 49% surveyed in our 2021 Trends Report said they want agents to be empathetic.

3. Fairness

Customers must feel that they're getting adequate attention and fair and reasonable answers.

4. Control

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