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3 Critical Factors in Building Customer Loyalty

3 Critical Factors in Building Customer Loyalty

It’s no secret that I think too many business owners prioritize new customer acquisition over customer retention. Attracting new business is relatively easy. But for the enduring health of the company, most businesses need long-lasting, profitable relationships with their customers. And as we all know from our personal lives, building relationships can be challenging – especially when we’re not sure what the other party wants from us.

Why are people loyal?

Customer loyalty depends on the customer experience. For a person to choose to do business with your company time and time again, they have to enjoy it. Enjoyment is a relative term, of course – few people literally jump for joy when they get online to order some dog food – but at a minimum, the customer experience should be pleasant enough that they don’t mind repeating it.

Delving deeper, it becomes clear that there are 3 aspects of the customer experience that are absolutely critical in building loyalty. These 3 aspects are:

  1. Quality of Product/Service

    Not surprisingly, most customers rate the quality of the product or service as the most important consideration in continuing a business relationship. Consistency counts! The customer who is attracted to your business because you offer superior products won’t stay if they only get average goods the next time – and if what they get is sub-par, forget it – that relationship is done.

  2. Easy to Work With

    How many of your customers have busy schedules & difficult days? The answer is probably close to 100%. That’s why their interactions with your company need to be simple and stress-free. This encompasses every aspect of your business, from how long customers wait for an appointment to the process of resolving a problem or returning an order.

  3. Emotional Payoff

    Maya Angelou spoke many truths, with the greatest one being “People will never forget how you made them feel.” What we hear again and again from loyal customers is that they consider how a business makes them feel. When they feel value, appreciated, and even loved, they stay. When they don’t, they don’t stay.

Ways to Build Loyalty

Building loyalty means building relationships, and building relationships requires interaction. The reality of the way we do business today means that many of these interactions take the form of digital conversations. When a customer visits your website, checks you out on social media, or messages your business with a question, they’re presenting you with an opportunity to strengthen that relationship. Make sure you make the most of it.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office