Customer loyalty is and has always been a major determining factor as to the success of a business. For SMBs this is even more true because they rely on loyalty for word-of-mouth marketing. At MailGuard we use Net Promoter Score (NPS) to identify how happy and loyal our customers are and proudly boast an NPS of 64. However, according to Gina Baldassarre most businesses are not seeing the same level of customer loyalty as they once did.
Over 60 percent of Australian consumers identify themselves as ‘apathetic’ in their choice of a primary retailer, a new survey has revealed.
The IBM study of almost 2000 Australians found that just over half that number consider themselves to be advocates of a particular retailer, which means that retailers have to work harder than ever to capture shopper loyalty.
“The state of retail is in flux between the era of bricks and mortar and a blended experience where digital, physical, and automated processes all play an equally significant role,” says Ian Wong, retail industry leader of IBM Global Business Services in Australia and New Zealand.
“While this rapid transition is a challenge, it presents unprecedented opportunity for retailers to leverage this innovation to connect with and inspire long-lasting customer loyalty.”
Wong believes Australian retailers must captivate consumer attention with new concepts across more channels, such as on mobile devices and social media platforms, or risk falling by the wayside.
