通过忠诚度计划提高客户满意度

Loyalty programs have evolved to become an integral part of consumers’ everyday lives. Hubspot, a research firm that tracks loyalty solutions, has estimated that the average American 18 and older are active in at least three loyalty programs ranging from foodservice and gasoline to online retailers like Amazon.
忠诚度计划已经发展成为消费者日常生活中不可或缺的一部分。追踪忠诚度解决方案的研究公司 Hubspot 估计，18 岁及以上的美国人平均活跃于至少三个忠诚度计划，从食品服务和汽油到亚马逊等在线零售商。

Loyalty has become a key factor in retailers’ business and communication with consumers. It is proven to boost sales growth, is not expensive for the retailer to implement, and strengthens the relationship with customers.
忠诚度已成为零售商开展业务以及与消费者沟通的关键因素。事实证明，它可以促进销售增长，实施起来对零售商来说并不昂贵，并且可以加强与客户的关系。

Moreover, loyalty is predicted to become even more valuable to consumers and retailers. According to Statista, the entire customer loyalty management market worldwide is valued at more than $5.5 billion U.S. dollars, and it is expected to surpass $24 billion by the end of 2028.
此外，预计忠诚度对消费者和零售商来说将变得更加有价值。据Statista统计，全球整个客户忠诚度管理市场价值超过55亿美元，预计到2028年底将超过240亿美元。

Regarding loyalty, the challenge for convenience retailers has expanded from catering to brand loyalty to engaging customers beyond everyday transactions. The answer for a growing number of convenience stores is personalized loyalty rewards programs.
关于忠诚度，便利零售商面临的挑战已从迎合品牌忠诚度扩展到吸引日常交易之外的客户。越来越多的便利店的答案是个性化的忠诚奖励计划。

Hubspot outlined five key areas for retailers to consider when diving into or expanding their loyalty program.
Hubspot 概述了零售商在深入或扩展其忠诚度计划时需要考虑的五个关键领域。

Customer expectations continue to increase.
客户的期望不断提高。

According to HubSpot research, customer service expectations remain the most important key performance indicator (KPI) for 75% of customer service leaders at retail chains. However, almost 50% are responsible for customer experience and ensuring customer success, an increase of more than 10% from last year.
根据 HubSpot 研究，对于 75% 的零售连锁店客户服务领导者来说，客户服务期望仍然是最重要的关键绩效指标 (KPI)。然而，近 50% 的人负责客户体验并确保客户成功，比去年增加了 10% 以上。

This increase is notable because HubSpot found that the pandemic took a toll on customer service teams, with almost 90% of leaders reporting that customer expectations had rocketed to an all-time high.
这一增长值得注意，因为 HubSpot 发现疫情对客户服务团队造成了影响，近 90% 的领导者表示客户期望已飙升至历史最高水平。

Additionally, the report found that customers are more informed than before and more likely to share negative and positive experiences. This raises the stakes because social media has made it easier to share reviews, so service teams must work to meet or exceed customer expectations to avoid being shown in a bad light online.
此外，报告发现，客户比以前更了解情况，更有可能分享消极和积极的经历。这增加了风险，因为社交媒体使分享评论变得更加容易，因此服务团队必须努力满足或超越客户的期望，以避免在网上受到负面评价。

The top 10% of your customer base is spending three times more than your average customer.
您的客户群中前 10% 的支出是普通客户的三倍。

Loyal customers will spend more money at your company than anyone walking into your stores. In fact, the top 10% of your customer base spends three times more than your average customer, and your top 1% spends up to five times more.
忠诚的客户在您的公司花的钱比走进您商店的任何人都多。事实上，前 10% 的客户群的支出是普通客户的三倍，而前 1% 的客户的支出则高达五倍。

This is why businesses must pursue customers more likely to become loyal rather than just marketing to anyone.
这就是为什么企业必须追求更有可能变得忠诚的客户，而不是仅仅向任何人进行营销。

Acquiring new customers is five times more expensive than existing customers.
获取新客户的成本是现有客户的五倍。

According to HubSpot’s State of Service Report, retaining customers was cited as one of the top three priorities. This prioritization suggests a pivot from viewing customer retention as an expense to now as a revenue-generating activity.
根据 HubSpot 的服务状况报告，留住客户被视为三大优先事项之一。这种优先顺序表明，从将客户保留视为一项支出，转变为现在的一项创收活动。

Customers emotionally connected to a brand have a lifetime value four times higher than the average customer.
与品牌有情感联系的客户的终身价值是普通客户的四倍。

In a study of over 100,000 consumers, Motista found that emotionally connected customers with a brand have a lifetime value that’s 306% higher than the average customer.
Motista 在对超过 100,000 名消费者进行的研究中发现，与品牌有情感联系的客户的终身价值比普通客户高 306%。

Customer lifetime value is a key consumer metric because it tells companies how much revenue they can expect one customer to generate throughout the business relationship. If your brand can create memorable and positive interactions, customers will be much more likely to buy from your company again, thus increasing lifetime value.
客户生命周期价值是一个关键的消费者指标，因为它告诉公司他们可以期望一个客户在整个业务关系中产生多少收入。如果您的品牌能够创造令人难忘和积极的互动，客户将更有可能再次从您的公司购买产品，从而增加终生价值。

Approximately 90% of customers rate an “immediate” response as important or very important when they have a customer service question.
大约 90% 的客户在遇到客户服务问题时认为“立即”响应很重要或非常重要。

Your business will make mistakes, and while learning from them is important, you also need to remember that these mishaps aren’t inconsequential. HubSpot found that 90% of customers rate an “immediate” response as important or very important when they have a customer service question, and 60% of customers define “immediate” as 10 minutes or less.
您的企业会犯错误，虽然从中吸取教训很重要，但您还需要记住，这些事故并非无关紧要。 HubSpot 发现，90% 的客户在遇到客户服务问题时将“立即”响应视为重要或非常重要，60% 的客户将“立即”定义为 10 分钟或更短时间。

A previous study by Accenture found that 47% of consumers stop doing business with a brand after the company disappoints them. Your business may not be perfect, and you will fall short sometimes, but it’s important to remain dedicated to customers’ needs — especially when you fail to fulfill them the first time. If you don’t, customers will likely look to your competitors who can meet their expectations.
埃森哲之前的一项研究发现，47% 的消费者在某个品牌令他们失望后就停止与该品牌开展业务。您的业​​务可能并不完美，有时也会不尽如人意，但始终致力于满足客户的需求非常重要，尤其是当您第一次未能满足客户的需求时。如果你不这样做，客户可能会寻找能够满足他们期望的竞争对手。

One aspect of customer loyalty that has grown in popularity over the years is loyalty programs. Customers can sign up for these programs to obtain continuous benefits from the company over time. As researchers continue to investigate the different elements of customer loyalty, many interesting statistics have surfaced regarding these memberships.
多年来日益流行的客户忠诚度的一方面是忠诚度计划。客户可以注册这些计划，以便随着时间的推移从公司获得持续的利益。随着研究人员继续调查客户忠诚度的不同要素，许多关于这些会员资格的有趣统计数据浮出水面。