{"id":65863,"date":"2024-11-14T14:33:49","date_gmt":"2024-11-14T03:33:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=65863"},"modified":"2024-11-14T14:46:03","modified_gmt":"2024-11-14T03:46:03","slug":"seven-proactive-steps-to-improve-customer-loyalty","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/seven-proactive-steps-to-improve-customer-loyalty\/","title":{"rendered":"7 Proactive Steps to Improve Customer Loyalty\u00a0"},"content":{"rendered":"\n<p>When a customer isn\u2019t happy, businesses tend to scramble and try to turn things around. However, reactive marketing is like a Band-Aid. It might stop the immediate hurt or frustration, but it doesn\u2019t fix the underlying problem. Eventually, the wound could be reopened. The way around this is to build customer loyalty with an \u201calways on\u201d marketing strategy.<\/p>\n\n\n\n<p>Poor customer service is the <a href=\"https:\/\/www.salesforce.com\/plus\/experience\/connections_2024\/series\/marketers_at_connections_2024\/episode\/episode-s1e1\">number one reason<\/a> customers leave. It could come from the frustration of repeating a problem to each new representative, feeling like just another number, or struggling to get a simple return processed. Many customers also experience inconsistency in their interactions with companies.<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Customer report<\/a> found that while 62% of customers expect companies to anticipate their needs, more than half feel they\u2019re still treated like a number. This gap between expectations and reality presents an opportunity for marketers to adjust their scope and zero in on customers\u2019 needs.&nbsp;<\/p>\n\n\n\n<p>How do you do it? By using data to build proactive marketing strategies that not only fix problems, but prevent them altogether.<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h3>What you&#8217;ll learn<\/h3><ul><li><a href=\"#Why-Band-Aid-marketing-doesn\u2019t-work\" data-level=\"2\">Why Band-Aid marketing doesn\u2019t work<\/a><\/li><li><a href=\"#data-as-your-targeting-system-to-predict-customer-needs\" data-level=\"2\">Data as your targeting system to predict customer needs<\/a><\/li><li><a href=\"#7-steps-to-build-customer-loyalty-with-proactive-marketing\" data-level=\"2\">7 steps to build customer loyalty with proactive marketing\u00a0<\/a><ul><li><a href=\"#h-6-measure-analyse-and-adapt\" data-level=\"3\">6. Measure, analyse, and adapt<\/a><\/li><\/ul><\/li><li><a href=\"#Customer-loyalty-in-action:-Reducing-hospital-readmissions-with-proactive-care\" data-level=\"2\">Customer loyalty in action: Reducing hospital readmissions with proactive care<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Why-Band-Aid-marketing-doesn\u2019t-work\">Why Band-Aid marketing doesn\u2019t work<\/h2>\n\n\n\n<p>Sure, your marketing team is busy. They\u2019re constantly addressing immediate issues with short term solutions \u2014 offering promotions to avoid plummeting satisfaction scores or responding to angry tweets after the damage has been done.&nbsp;<\/p>\n\n\n\n<p>This reactive approach might seem efficient, but it can come at the cost of customer loyalty. Each short term solution is a missed opportunity to build customer loyalty, leading to churn, dissatisfaction, and lost revenue. Customers have come to expect proactive marketing that anticipates their needs and prevents problems before they happen, transforming your Band-Aid solutions to experiences that hit the bullseye.<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Discover how data-driven insights can help you delight customers at every stage<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/salesforce.com\/au\/marketing\/data\/\">Learn more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"data-as-your-targeting-system-to-predict-customer-needs\">Data as your targeting system to predict customer needs<\/h2>\n\n\n\n<p>You might be surprised to learn that you already hold the key to proactive marketing strategies \u2014 and it\u2019s in your <a href=\"https:\/\/www.salesforce.com\/au\/marketing\/data\/what-is-a-customer-data-platform\/\">customer data<\/a>. Unlocking this data allows companies to gain a better understanding of customer needs and wants, allowing them to consider the complete customer journey when defining a bullseye experience.&nbsp;<\/p>\n\n\n\n<p>By analysing this data with insights into purchase history, browsing behaviour, or past support interactions, companies can identify patterns and trends that predict potential issues and inform proactive marketing strategies. For example, a surge in searches for a specific product on your website can trigger low stock alerts, allowing you to proactively inform customers and prevent stockouts.&nbsp;<\/p>\n\n\n\n<p>This not only avoids frustration but also allows you to offer pre-order options or suggest similar products. Imagine a customer who frequently purchases large furniture that requires many assembly steps. Analysing their browsing history might reveal they\u2019re looking at a new bookshelf. This presents an opportunity to send a personalised email with a helpful assembly video or offer a discounted assembly service \u2014 all before they even encounter any difficulties.<\/p>\n\n\n\n<p>By understanding past behaviour and predicting future needs, proactive marketing, fuelled by data, allows companies to deliver hyper-personalised experiences that not only address customer needs but anticipate them, leaving customers feeling valued and understood.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"7-steps-to-build-customer-loyalty-with-proactive-marketing\">7 steps to build customer loyalty with proactive marketing&nbsp;<\/h2>\n\n\n\n<p>So, what are some tangible steps you can take to build <a href=\"https:\/\/www.salesforce.com\/au\/blog\/future-of-loyalty-marketing\/\">customer loyalty<\/a> ? Here\u2019s seven ways to help you do it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Uncover customer needs<\/h3>\n\n\n\n<p>Data is the key piece to understanding your customers. Analyse surveys, support interactions, and social media sentiment to understand common pain points. This helps you identify areas where proactive intervention can significantly improve the customer experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Map the customer journey<\/h3>\n\n\n\n<p>Visualise the typical interactions a customer has with your brand, from newbie to pro. Pinpoint potential hurdles and opportunities for proactive intervention through website traffic data and user feedback. This helps you anticipate where customers might need help before they even ask.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Predict needs, not problems<\/h3>\n\n\n\n<p>Go beyond analysing past data. Use predictive AI to anticipate future customer needs and prevent issues. Imagine notifying customers of recalls and offering refunds before they ask, or identifying customers who might struggle with complex product setup based on browsing patterns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Communicate proactively<\/h3>\n\n\n\n<p>Implement proactive communication strategies. Send personalised notifications for only those who should see them, such as subscription renewals, low account balances, or abandoned carts. Offer helpful reminders and educational resources relevant to their recent purchases or browsing behaviour.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Leverage technology for support<\/h3>\n\n\n\n<p>Embrace <a href=\"https:\/\/www.salesforce.com\/au\/agentforce\/what-are-ai-agents\/\">autonomous AI agents<\/a> to handle routine inquiries and basic troubleshooting, freeing up human agents for more complex issues and personalised interactions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-measure-analyse-and-adapt\">6. Measure, analyse, and adapt<\/h3>\n\n\n\n<p>Proactive service isn\u2019t a one-time fix. Track key performance indicators (KPIs) like customer satisfaction scores, customer lifetime value, and churn rate to gauge the effectiveness of your strategy. Use data and customer feedback to continuously improve and refine your approach to stay ahead of customer needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Create a lasting and consistent experience<\/h3>\n\n\n\n<p>Don\u2019t keep customer data siloed. Share across different departments to provide a seamless and relevant customer experience. For example, if marketing has access to customer service data, they can use specific ads and promotions to target unhappy customers with an open support ticket. Or, a sales rep can access purchase data to send a follow-up email about a customer\u2019s recent online purchase. Fixing these once time-consuming and frustrating handoffs can increase customer satisfaction and lifetime value.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Increase Loyalty with Proactive Service - Data Cloud Double Click | Salesforce\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/CKmvSpLKkLI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Customer-loyalty-in-action:-Reducing-hospital-readmissions-with-proactive-care\">Customer loyalty in action: Reducing hospital readmissions with proactive care<\/h2>\n\n\n\n<p>Let\u2019s look at a fictional healthcare provider, Great Health, Inc., which faced a high rate of hospital readmissions following patient discharges. This not only burdened patients with additional medical expenses and stress, but strained hospital resources and negatively impacted Great Health, Inc.\u2019s reputation. Traditional reactive follow-up methods, such as generic discharge instructions, were proving insufficient.<\/p>\n\n\n\n<p>To transform its post-discharge strategy to focus on proactive patient care and personalised communication, Great Health, Inc. used a data-driven approach with <a href=\"https:\/\/www.salesforce.com\/au\/data\/\">Salesforce\u2019s Data Cloud<\/a>. Take a look:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Data ingestion and unification<\/h3>\n\n\n\n<p>Great Health, Inc. started by ingesting and connecting relevant clinical data from Electronic Health Records (EHRs) into Data Cloud. This included details about a patient\u2019s diagnosis, treatment plan, and existing health conditions.<\/p>\n\n\n\n<p>Additionally, Data Cloud integrated with external systems, capturing the social factors of health data (e.g., living situation, access to transportation) that could influence patient recovery.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Risk-based segmentation<\/h3>\n\n\n\n<p>Great Health, Inc. then created risk-based patient segments. By analysing clinical data and external AI models, it categorised patients into different risk tiers for readmission based on factors such as age, diagnosis, and post-treatment complications.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Proactive patient engagement<\/h3>\n\n\n\n<p>Great Health, Inc. activated the risk-based segments with <a href=\"https:\/\/www.salesforce.com\/au\/marketing\/engagement\/\">Salesforce\u2019s Marketing Cloud Engagement<\/a>, allowing for personalised communication tailored to each patient\u2019s needs. For example, patients in a high-risk tier might receive targeted educational content on managing potential side effects like dehydration or monitoring for signs of infection. This personalised content could be delivered via email, SMS, or the patient portal, ensuring timely and relevant information reaches the patients who need it most.<\/p>\n\n\n\n<p>This proactive approach not only translated to improved patient satisfaction, demonstrating genuine care and concern, but also enhanced healthcare efficiency. With fewer readmissions, hospital resources were freed up for new patients, creating a ripple effect of positive outcomes.&nbsp;<\/p>\n\n\n\n<p>By embracing proactive marketing, you can ditch Band-Aid solutions and reactive scrambling and create relevant experiences that build lasting relationships. So, take aim at customer loyalty with these seven steps, and hit your bullseye every time. After all, happy customers are loyal customers.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Trends on AI, Data, and Personalisation in Marketing<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\"><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-marketing\/\">Get the insights<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<div class=\"alignnormal is-style-list wp-block-salesforce-blog-curated-articles\">\n\t<ul class=\"sp-top-latest sp-top-latest--list\">\n\t\t\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=128&#038;h=96&#038;crop=1&#038;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg 4500w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=795&amp;h=500 795w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=768&amp;h=483 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=1536&amp;h=966 1536w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=2048&amp;h=1288 2048w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/05\/AdobeStock_430219556.jpeg?w=150&amp;h=94 150w\" alt=\"\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/au\/blog\/future-of-personalisation-ai\/\" target=\"_self\">\n\t\t\t\t\t\tThe Future of Personalisation: Creating Moments of Mutual Value With Data and AI\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=128&#038;h=96&#038;crop=1&#038;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg 7008w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=750&amp;h=500 750w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=768&amp;h=512 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=1536&amp;h=1024 1536w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=2048&amp;h=1365 2048w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/11\/AdobeStock_643833602.jpeg?w=150&amp;h=100 150w\" alt=\"\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/au\/blog\/building-brands-on-customer-loyalty\/\" target=\"_self\">\n\t\t\t\t\t\tHow Customer Loyalty Turns SMEs Into Brands That Last\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\n<li class=\"card--latest card--list homepage--latest\">\n\t<article class=\"card__article\">\n\t\t\t\t\t<div class=\"card__thumbnail\">\n\t\t\t\t\t\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/09\/GettyImages-1337366543.webp?w=128&#038;h=96&#038;crop=1&#038;quality=75\" sizes=\"90px\" srcset=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/09\/GettyImages-1337366543.webp 889w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/09\/GettyImages-1337366543.webp?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2024\/09\/GettyImages-1337366543.webp?w=150&amp;h=84 150w\" alt=\"\" loading=\"lazy\" \/><\/span>\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<div class=\"card__contents\">\n\t\t\t<header>\n\t\t\t\t<h3 class=\"card__title h6\">\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/au\/blog\/personalised-marketing-guide\/\" target=\"_self\">\n\t\t\t\t\t\tA Guide to Personalised Marketing That Keeps Customers Engaged\t\t\t\t\t<\/a>\n\t\t\t\t<\/h3>\n\t\t\t<\/header>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/article>\n<\/li>\n\t<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Anticipate your customer&#8217;s needs with proactive marketing that leaves them feeling valued.<\/p>\n","protected":false},"author":534,"featured_media":65862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2455,2456],"sf_content_type":[],"coauthors":[3222],"class_list":["post-65863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Loyalty: Building Trust and Retaining Customers<\/title>\n<meta name=\"description\" content=\"Don\u2019t settle for reactive marketing. 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