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Customer loyalty matters, because selling more to current customers is easier and cheaper than finding and selling to new ones. Loyal customers tend to buy more, more regularly. And they will frequently recommend your business to others.

Here are 10 tips for you to consider if you are sincerely interested in having a business that is notable for its customer loyalty and referrals. I propose that these tried-and-true tactics with interpersonal strategies can deepen relationships with customers, establish greater levels of trust, and build stronger customer loyalty.

1. Understand the true purpose of marketing

Effective marketing is in large part about building trust and developing relationships.

The purpose of marketing is to "create and maintain a strong feeling with customers so they are mentally predisposed to continually choose and recommend you," according to Tom Asacker, author of A Clear Eye for Branding. Successful marketing also requires being relevant and unique, which brings us to Tip 2.

2. Identify and build your brand

We're not talking about your logo, marketing "look," or tagline, although you should have those tools in your marketing kit. Branding that builds genuine customer loyalty goes beyond what the eye can see. It's branding at the emotional, sensory, and gut-feeling level.

Your brand is what your business is known for, how you engage with customers, and what people can depend on you to consistently deliver. It's a compilation of your most-important strengths.

What should a customer who is referring someone to your business say about you? "They go out of their way to find resources and solutions for me." "The staff is warm and caring; you can feel it the minute you walk through the door."

Identify your brand, and leverage it to see customer loyalty and referrals increase. Don't be shy about showcasing your uniqueness and strengths.

3. Tap into what customers want

To appeal to a customer's needs or desires, you must first understand their motivations, values, and priorities. Each customer has unique needs and wants.

Being tuned in to what customers want and being sensitive to their evolving needs will help you become more resourceful and innovative over time. That is an excellent way to set yourself apart from other businesses and help you build memorable, lasting customer relationships.

4. Understand what customers actually are paying for

We like to believe customers are paying for our expertise. Yet most clients or customers cannot evaluate our expertise and so they simply assume we are experts by virtue of our brand credentials.

What customers can assess is whether they experience positive outcomes, if the relationship they have with you is meaningful, if they feel valued, and if they receive a high level of service. If you're selling a service, you're selling a relationship.

5. Outcomes matter

Practicing good interpersonal skills and maintaining solid customer relationships are important for developing customer loyalty. But what really matters to customers are results they can see, count on, and talk about.

Customers might come to you a few times because you have the right product or service for their needs, but they won't keep coming to you based on your business personality alone. Customers must trust you to help them; they must see results and learn something from you to make it worth their while to continue as your customer.

Remember, customers refer friends and family members with comments such as "I've never seen such great service before"—not "Customer service staff are great conversationalists."

6. Integrity leads to trust, which leads to a relationship

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10 Tips for Building Customer Loyalty

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ABOUT THE AUTHOR

Chintan Bharwada is a marketing expert who specializes in customer loyalty, retention, and acquisition. Reach him via chintan.bharwada@gmail.com and read his blog, Loyalty & Customers.