• Customer Loyalty
  • WiFi Analytics

Anatomy Of A Loyal Customer: Four Metrics To Look For

by: Ron Zvagelsky On: May 18, 2017
6 min read

Why are loyal customers important?  It seems like an easy question to answer, but not all companies understand how costly it is to lose–and have to replace–their customers.  Plus, companies may be doing irreparable harm to their brand if they aren’t recognizing why customers aren’t loyal to their brand.  

Many marketers underestimate the importance of their loyal customers. Others recognize that importance, but struggle to find a way to track customer loyalty and reward loyal customers.

The Loyalty Landscape

Gaining and sustaining loyal customers is critical to the success of nearly every business.  Of course, it is not always easy, especially with changing customer landscapes.  Marketers can’t deny the importance of capturing the hearts and wallets of millennials, whose purchasing power is expected to hit $1.4 trillion by 2020.  Yet, millennials–and those following behind them–are a new and challenging type of customer to engage.

The real trick is in customer retention.  This comes down to, among others, customer service, access to information, brand recognition and perks.  According to one digital marketing company, sixty-six percent (66%) of customers switch brands because of poor customer service.  Fifty-eight percent (58%) will never do business again with a company after a bad experience.  

On the other hand, over seventy percent (73%) of customers will fall in love with a brand just from friendly customer service representatives.  And, access to information will capture the hearts of fifty-five percent (55%) of customers.  

Then, there’s the wallet factor.  Many customers look for the best deal. If one company isn’t offering it, loyalty to that company isn’t going to keep them from shopping elsewhere. Of millennials aged 20-34, sixty-eight percent (68%) would switch brands to get more program rewards.

Brand recognition is also key.  This may be due to people wanting to feel like the brand they love is loved by their peers. In the same way millennials turn to social media for personal reinforcement (hence, the rise of status-sharing & selfie-taking), they also look for this with regards to the brands they choose.  It’s no surprise that brand recognition is just slightly behind quality as the most important driver of brand loyalty for millennials.  

Why are Loyal Customers Important?

Loyal customers provide the foundation for a profitable and successful business.  Loyal customers not only help a company grow fast when times are good, but they also help companies stay afloat when times are tough.  Loyal customers are your best brand advocates.  And, they show their loyalty through their wallets, buying more and buying more often.  

A loyal customer also costs a business less.  Once acquired, the company has spent what they need to spend up front (at least for the most part).  Losing that customer means replacing them, and spending the costs of client acquisition all over again. Loyal customers will stay up to date on the brand, find answers to questions, and are willing to spend their social capital on the brands they love, such as sharing new products.   

Sip on this. Coffee is ubiquitous.  It’s cheap and you can find it anywhere.  To many, it “all tastes the same.”  Yet, a loyal customer not only will bypass a closer, more convenient shop, but they will bring their friends in, set up business meetings there, join the loyalty program, Instagram photos of their cup o’ joe, and put up with a long wait or a mixed-up order. They’ll even tote around your branded tumbler if they really love you.

Yet, because of the prevalence of quality coffee shops, with an instance or two of poor service, a rise in price, growing popularity of another nearby shop, a loyal customers may well be out the door.  Because the lifetime value of a customer is tied to business success, monitoring customer loyalty metrics is a good way of keeping an eye on the overall health of the business.  

Here are some customer analytics metrics to which companies should pay attention.

  1. 1.  Customer Return Rate

In some ways, hotels have it easy in the brick and mortar space.  Each time a customer visits, they make a reservation.  So, it’s fairly easy to know how many times a customer returns.  For a retail store or restaurant, this isn’t so easy.  However, with Wi-Fi analytics, it can be.

Every phone has a unique identifier known as a MAC address, and your Wi-Fi hotspot can use this to identify one customer from another. Every time they visit the store, those visits can be counted.  If you find that customers are not returning very frequently, you can work to address this with your marketing.  Over time, you can also create buyer personas so that you better understand individual customer patterns and customize your marketing, accordingly.

  1. 2.  Loyalty Program Sign-ups

Customer loyalty programs in retail are important to perk-driven millennials. Wouldn’t it be nice to know how many customers who are presented with the opportunity to join your customer loyalty program sign up?  If you were to introduce the program–with a seamless sign-up process–as your guests log in to your free wireless internet, you could have that data.

If you find that you’re struggling to get customers to join the program, you could survey your Wi-Fi users about what they look for in a loyalty or rewards program.  All you need to do so is implement custom messaging on your Wi-Fi connection landing page.  Or, offer a discount for signing in to the internet with an email. With that email address, you can invite them to join the program, reminding them of all the benefits they will receive.

  1. 3.  Churn Rate

Churn rates and customer loyalty go hand-in-hand.  If customer retention is low, it is indicative of a problem with the company’s ability to build and maintain loyal customers.  

One way to track churn rate is to track how much traffic fails to return to the location after they visit.  In tracking this metric, it is equally important to know the personas of the customers, so churn rates aren’t calculated as higher than they truly are.  Having the tools to to identify and understand individual shopping habits provide more accurate data.

Marketers can employ various tactics to avoid losing customers and improve customer retention.  One way is to quickly and effectively manage feedback.  Online reviews are becoming ever more critical to solicit and digest, as they can be a key indicator of why a company’s churn rate is higher than it should be.  

Easily-deployable tools such as a Wi-Fi marketing platform can provide guests with the opportunity to give instantaneous feedback, with the capability to send negative feedback to your customer relationship management team and positive feedback to online review websites.  

  1. 4.  Net Promoter Score

A net promoter score tells a business how likely their customers are to recommend your product or service to others. This is an important component of customer analytics.  If few of your customers are willing to tell others about your brand, you may lack the base of loyal customers you need.  

Tracking net promoter scores can be particularly easy if you offer free Wi-Fi at your locations.  When someone logs in, you can present the user with the question of “how likely are you to recommend our business to others?”  You could even consider requiring that customers answer this question before they connect.  With the response data, you are can start to understand one important metric of customer loyalty.  

If your net promoter score is low, you can consider what next steps you need to take to boost the experience your customers have.  Consider increasing opportunities for your customers to “bond” with the brand.  Host “limited-space” events, dedicate time to “like” and “share” photos your customers post on Instagram and Facebook, train your employees on ways to remember customers and their “usual” order.

One cannot overemphasize the importance of finding a tool that can track these key customer loyalty metrics.  Such a tool can help operators maintain a profitable and thriving business and can give marketers extra ammunition to fight brand wars. A Wi-Fi marketing and analytics platform that complements the free internet a business already offers to its guests is one tool to seriously consider.

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April

“Working with Bloom Intelligence has been amazing. They assist you every step of the way and work with you hand in hand to make sure you are optimizing your advertising potential. We are excited to use this tool to help learn more about our customers so that we can personally engage with them and understand our strengths/weaknesses.”

Ariel

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross

We have been extremely happy with our partnership with Bloom Intelligence! Their marketing analytics provides invaluable information, and the customer service is top notch!

Angela Fallen

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“These guys are so supportive, talented, and responsive. A great partner indeed.”

Owner, Good Karma

“We’ve been using Bloom Intelligence for our business for a few years now, and it’s been really great! We started using them at one location, but have recently expanded into three more. They provide useful metrics to help us understand our customers better, and their customer service team has been really helpful anytime we’ve needed something. They continually make improvements to their product and easily keep you up to date on the changes. Working with them has been great!”

April Bocchieri

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin
Best support team we have worked with. They are quickly responsive and keep us updated constantly with all our restaurant locations! Best way we have found to collect customer data.
Peyton Kraus

They do a great job for us. Excellent company to work with!

Brandon Graham

“We use this service for our business and it is amazing. Measuring customer behavior and automatically marketing to them based on those behavior triggers is truly a step in the right direction for retail technology. Thank you, Bloom Intelligence!”

Jeff Catherell

“Bloom is the only company to provide us with the necessary tools to compete with the e-commerce businesses. Without this company there is no way of knowing (or at least having a general understating) of what our attribution rate was, life time value of customer (LVT), dwell time, etc. Frankly, I didn’t even know what that stuff even meant until I met with one of their sales reps. Without this data, brick and mortars will always be step(s) begins.”

Serge Osaulenko

“Our company uses Bloom Intelligence as a WiFi log-in service and we really like what they do. They offer great personalized customer service. The analytics are extremely useful and the aesthetic in the marketing scheme homepage is great once the guest logs into WiFi with some options to market specifics for the business or post beautiful photography. Highly recommend.”

Loren

“I’m blown away by Bloom Intelligence’s marketing/software platform! The team is super reliable, efficient, professional and knowledgable about every aspect of the system. I’m new to the platform, and I would like to call out Edward Kennedy for being so patient and doing an outstanding job in walking me through the platform. The team of 5+ members took the time out of their day and held a Zoom conference to train me. I can’t wait to use Bloom Intelligence for my marketing campaigns moving forward.”

Sydney Dixon

They are really easy to work with and have helped us to capture a tremendous amount of customer information. Thanks Bloom!

Michael Brown

“Always a pleasure working with the Bloom Intelligence crew! Shout out to Edward and Pal!”

Brittany

“Amazing service! I have been a client for years. I will continue to sign up all new businesses with Bloom.”

Memphis Garrett

“Great product, awesome customer service and very reliable. 100% recommended”

Francisco Iniguez

This tool has proven useful in collecting data for many aspects of what we do. Not only can we provide our customers with more of what they want using this data, we can grow our brand through targeting for franchise development, too.

Janene Krueger

“Pal and Theresa have been so informative and so kind! They were wonderful at explaining Bloom and dang, the amount of things this platform can track for your business is amazing!”

Amanda

“Our marketing efforts have been much more focused and effective partnering up with Bloom Intelligence. I find some of the things that they can do with our data to be nothing less than amazing. Looking forward to tracking the results of our Holiday campaign.”

Mark Parente

 

Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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