Cultivating True Customer Loyalty

Although development is the second stage of the customer lifecycle, it is the first real opportunity to cultivate brand loyalty. Allocating the appropriate focus and resources to behaviors in this stage is critical. Not only does it optimize your customer base from a fincancial perspective, it also builds a solid foundation for longer-term relationship development incresed retention and ideally, advocacy.

Development behaviors can generally be grouped into three categories - continuity, onboarding and growth. These behaviors are universal in that they apply to many different types of customers, including B2C and B2B2C.

Continuity behaviors focus on getting a trier to become a buyer, habitually purchasing the product or service and in the long run, becoming a regular customer. These may include:

• Making a second purchase
• Repeating or routinely purchasing
• Increasing frequency of purchases
• Increasing ticket average of purchases