The recipe for customer loyalty?
It’s not just sugar, spice and everything nice. More often than not, it is essential to portray the humane side of your business for customers and consumers to maintain the trust they had in the initial stages of patronising your business.
Take for example WhatsApp: Facebook reportedly employs a large team of contractors who regularly monitor WhatsApp users’ flagged personal information —including messages— despite WhatsApp’s promises otherwise, according to a new ProPublica report. This comes at odds with WhatsApp’s promise of end-to-end encryption (E2EE) which also faced fierce user backlash earlier this year regarding privacy concerns.
So what’s the catch?
Though WhatsApp has not broken its E2EE, the lack of transparency regarding its contracted moderators risks further sullying a reputation built on the promise of privacy. Naturally, users of WhatsApp all over the world would be constantly concerned over their privacy and data usage, even if WhatsApp has been upholding their promise of E2EE. The immediate effect: losing its privacy-focused customers.
The essentials to customer loyalty:
1. Upholding your promise
Such as WhatsApp’s promise of data privacy, never go against your promise - it is akin to betraying your customer base.
2. Transparency
Letting your customers know the intentions behind your moves gives them a source of comfort and reassurance on top of the trust that was handed to you upon patronising your service/platform.
3. They are not mutually exclusive
The aforementioned essentials can never work alone and without the other. They’re not just complements to one another - without one, the other is simply futile. Using WhatsApp’s case study as the prime example, despite upholding its promise of E2EE, their lack of transparency ultimately threw their efforts out of the window as customer sentiments will instinctively become increasingly doubtful and insecure.
These principles are universal across any business regardless of the industry you’re in - and here at BCD we recognise that. That is why in our client-servicing, we strive to deliver the best service with the intention of meeting YOUR goals whilst always ensuring to deliver transparency without fail. Our focus is YOU.
