Retaining Customer Loyalty needs to be understood correctly by small brands. The first thing to know is that normally, by psychology, a customer is inclined to be loyal to a brand he has bought – simply because the purchase represents a choice he has made and he does not like to feel or accept that he has made a poor choice. His ego works in favour of his loyalty to a brand, because it will make him defend his purchase and self-validate his purchase and investment.
Most customer loyalty failures, however, happen because something makes the customer switch his loyalty for a reason. He doesn’t take the decision to switch unless he is forced to regret his original decision. Customer loyalty for a brand is a kind of default mode, so as a business owner, one of your Content Marketing Challenges is to avoid anything that forces a customer to shift loyalties. You need to focus on increasing whatever positively affirms or reinforces a customer’s brand loyalty … and you need to decrease whatever puts off the reluctantly-departing customer!