[Feature] Customer loyalty and retention

At the end of a period of profound upheaval linked to the COVID-19 crisis, companies have only one objective in mind: to relaunch their sales and business.

To ensure their return to growth, most brands are aware that it is essential to place the customer at the heart of their corporate strategy: for 83% of them, the customer-centric approach is a major development challenge, according to Web Marketing and Com magazine. Building customer loyalty seems to be a priority area of profitability on which to capitalise.

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The growing role of digital in customer relations

Ensuring customer loyalty in 2021 is a major challenge. Faced with new expectations and consumer habits, companies need to adapt and aim for greater authenticity, transparency, innovation and impeccable customer service. Digital technology is an obvious response to these challenges.

Against this backdrop of widespread digital transformation, new issues are emerging, one of which stands out: what place should be given to human interaction at a time when customer relations are going digital? Can automation go hand in hand with personalisation?

This is the subject of our major survey of customer service, marketing and business development professionals. Find out the results and get inspired by best practice for your customer relations!

What strategies should you adopt to build customer loyalty?

Today, more than ever, companies are looking for the best, most cost-effective strategies to stay competitive and drive sales growth.

Between the imperative of omnichannel, the ultra-personalisation of the customer experience and the use of AI, what trends seem to be emerging and becoming essential for today's brands? How can they accelerate their digital transition to better meet the expectations of customers who are ever more keen on new technologies? What are the keys to an effective loyalty strategy, and what tools are essential for its implementation?

These are just some of the questions this dossier seeks to answer. Appvizer gives the floor to experts and influential figures in the field (VPs, sales directors, marketing specialists, etc.). They all share their vision for the future: they offer you their analyses, give you actionable advice and open up new avenues on the themes linked to customer loyalty, so that you can create an exceptional bond with your customers and make a success of your takeover!

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Contents of our special report:

SURVEY

Appvizer has conducted a major survey on the place of the human element in digital customer relations.

Find out the results!

ARTICLES AND EXPERT OPINIONS

Discover the articles, tribunes and expert opinions on topics related to customer loyalty:

Customer knowledge

• How to better manage and exploit your customer data with Customer Intelligence - Sélim Dahmani, Marketing Manager at HubSpot
• Customer knowledge: the royal road to customer loyalty - Appvizer
• What is Customer Lifetime Value (CLV) and how do you calculate it? - Appvizer
• What is the Customer Effort Score and how can it be calculated to measure customer experience? - Appvizer
  

Omnichannel customer relations and customer experience

• The digitalisation of customer relations: the turning point you need to take to boost your sales - Appvizer
• CX strategy - Leveraging digital in the face of new consumer trends - Gabriel Frasconi, Vice President Europe at Zendesk
• Choosing the right communication channel to engage customers - Alexandra Szynkarski, Senior Product Marketing Manager at Twilio
• Selfcare: all the tools you need to look after your customer relations - Appvizer
• 6 tips for an efficient and organised after-sales service - Appvizer

Customer loyalty strategies

• The challenges and 3 essential tips for an optimal loyalty strategy - Appvizer
• Learn how to build customer loyalty with these 7 actions - Appvizer
• [ITW] The best customer loyalty strategy? Don't settle for average - Matej Kukucka, Head of Marketing at LiveAgent
• Customer loyalty: 3 mistakes to avoid if you want to retain your customers - Victor Cabrera, Expert in sales techniques
  

Loyalty tools

• [ITW] Deciphering customer relations: trends, technologies and opportunities for businesses, Thomas Ciezar, France Marketing Country Manager at Zoho
• What are the 12 best customer loyalty tools? - Appvizer
• Why do all customers swear by automation? - Morgane Itshak-Levy, Experienced International Marketing Manager at monday.com

• LinkedIn, the essential tool for developing your professional influence - Bruno Fridlansky, Expert in social selling, professional influence and digital leadership

Customer Success

• CSE: the new key profile in customer loyalty - Stéphane Manfroy, Sales Director, Efficy CRM Group
• Customer engagement: definition and key stages in the customer relationship - Appvizer
  

Loyalty marketing levers

• Relationship marketing: the secret to getting closer to your customers - Appvizer
• What is predictive marketing and how can it be used to anticipate consumer needs? - Appvizer
• The ABCs of ABM, Account-Based Marketing that targets your strategic accounts - Appvizer
• And more articles to come...

Appvizer would like to thank all the experts and authors who contributed to this dossier:

• Victor Cabrera, Sales techniques expert
• Thomas Ciezar, France Marketing Country Manager at Zoho
• Sélim Dahmani, Marketing Manager at HubSpot
• Gabriel Frasconi, Vice-President Europe at Zendesk
• Bruno Fridlansky, Expert in social selling, professional influence and digital leadership
• Morgane Itshak-Levy, Experienced International Marketing Manager at monday.com
• Matej Kukucka, Head of Marketing at LiveAgent
• Stéphane Manfroy, Sales Director, Efficy CRM Group
• Alexandra Szynkarski, Senior Product Marketing Manager at Twilio