With the emergence of a global market, the sales competition can admittedly be cutthroat. Your competitors are now not only limited to those near you—customers are now able to easily purchase even from a different country.

It’s a huge struggle to look for new customers. This is why when you’re able to close a deal with one, it is important to hold on to them and to build a long-term business relationship.

The challenge is: how does one make a loyal customer out of a potential client?  Sales Force interviewed almost 7,000 companies worldwide. Their research, entitled State of the Connected Customer, revealed the best three things that you can do to convince your customers to stick to your brand:

Give them a satisfying customer experience

What makes a good customer experience? Being able to provide what the client needs at their convenience. The State of the Connected Customer reports that more than 60% of customers shared that a consistently good customer experience strengthens their loyalty to the brand.

How to do this: A good customer experience starts with engagement; basically making the clients feel that they are being tended to. This starts from the moment they enter your store or visit your website. You don’t necessarily have to keep them entertained but you have to keep their attention. As long as you’re able to address every need in the least amount of time, you’re good to go.

Show your interest even after the business transaction

Companies should approach customers not with a mindset of selling one-time transactions but with the intent to build long-term business partnerships. This is why engagement shouldn’t end after one transaction. It’ll take additional effort to maintain relationships but you’ll be able to spend less and earn more in the long run.

How to do this: Make sure that you make your customers feel that you truly care, and that you’re just not trying to make a sale. Simply greeting them or sending them small tokens on important occasions would suffice. Providing exclusive offers and discounts can also do the trick.

Guard their data well

Almost 80% of customers admitted to be willing to give personal information in order for the companies to tailor-fit their products and overall experience. However, disclosing their personal information means that the customers trust your company to guard it well. If you’re able to guarantee anonymity of their data and that these data will not be used for purposes other than what you asked them for, then you can surely earn the precious trust of your clients.

How to do this: First and foremost, your company must have a solid privacy policy. To avoid gray areas, you must always remember to get the explicit consent of your customers. Constantly acquiring their consent increases your customers’ trust because you’re giving them the power over which information they want to disclose. Lastly, you must be transparent with how, when, and why you will use your clients’ personal data.


Being able to deliver all three things above will do wonders for your company. Keeping your customers satisfied not only keeps them loyal to your brand but it also gives your company free marketing. The Customer Experience Report revealed that one out of every two customers would recommend a brand because of their excellent customer service. Nearly all of these satisfied customers prefer to use the word of mouth to pass on the news.

In a nutshell, it all boils down to Newton’s third law of motion: with every action, there is an equal and opposite reaction. You just have to set your mind to do all that you can to serve your customers well and in return, they’ll give back the value that you have shown them.


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