Behavioral Loyalty is simply a form of customer loyalty that describes the mere repetition of a purchase, without any considerations justifying such a behavior, and no clear preference for the good or services purchased.
In other words, it is a type of loyalty that is only based on the customer’s behavior rather than how they feel or think about the product.
Behavioral loyalty is ideally a result of positive experiences and satisfaction with the product purchased - or better said, a lack of negative experiences. A great way to describe behavioral loyalty is “if it’s not broken - don’t fix it.” Customers don’t feel the need to get out of their way to try something new because what they’re currently buying works just fine.
Having behavioral loyalty is great to begin with, but understanding and leveraging behavioral loyalty can be a game-changer fo businesses to retain customers and foster long-term relationships with customers.
Understanding customer behavior can help you turn this knowledge into actionable insights that lead to a strong relationship with your customers built on understanding and trust, which will eventually result in strong brand loyalty that you can snowball effect into something much greater.
Through understanding customer behavior, your customer feels that you’ve gone the extra mile to meet their wants and needs, and that above all, you have the solution they’re looking for.
According to Salesforce, 76% of consumers expect companies to understand their needs and expectations, and companies that do so outperform their competitors by 80%.
Simply, customer behavior is the actions people take when they choose and purchase a product or service. It is essentially a complex decision-making process, often subliminal, and influenced by various factors including economical, psychological, and cultural elements.
Businesses use market research, data analytics, and customer feedback to understand customer behavior. This helps them tailor their products and services to ensure that they meet the needs and expectations of their target audience.
Both transactional and emotional behavior refer to how customers interact with a brand, with oen differentiating characteristic.
Transactional behavior is when customers make a transaction solely based on rational considerations such as price, convenience, and product features. Usually this is a one-time purchase, for example, buying a car. While we’d all love to have the absolute financial abundance to buy cars based on how much we love a brand, usually we are limited by practicality of say, affordability, availability of spare parts, maintenance, etc.
This is quite the opposite of emotional behavior, where customers form an emotional connection with a brand or good, making the purchase based on feelings, values, and subjectives experiences. Emotional behavior leads to brand loyalty, leading to long-term relationships with customers choosing a brand repeatedly because of how connected they feel to it.
In transactional behavior, most influencing factors are those relying on logic and convenience decision making. Common factors include:
For emotional behavior, influencing factors are more reliant on psychology and connection, including:
The customer journey is a concept vital to understand if you want to understand behavioral loyalty. Since it acts as a roadmap to understanding how your customers engage with a map overtime. We established already that behavioral loyalty is not about a final purchase, but the entire decision-making process. Through understanding the customer journey, you can:
In the awareness phase, your target customer is just getting to know you. They’re looking for information about a solution to a problem, so they’re searching for it via social media and search engines - which is ideally where you pop up to save the day!
Then comes the consideration phase, customers begin to consider your brand as one of the solutions to your problem, which brings them into the comparison phase. This is where you really want to give them a reason to choose your product or service over competitors’, either by emphasizing your edge or providing special incentives.
Also called the decision stage, this is when your customers are ready to make a final decision. This is where you provide information on pricing, continue providing content that emphasizes you’re the superior option, and set up personalized sequences to make sure they complete their purchase.
If you thought the customer journey ends after a decision, think again. After your customer completes a purchase, you need to focus on keeping them around and making sure they come back again. Acquisition can be more expensive than keeping existing clients, so focusing on the post-purchase experience can help you save and make more revenue.
Behavioral loyalty is a multi-faceted concept that involves understanding and influencing customer behavior through various strategies. The key components of behavioral loyalty encompass a range of factors that contribute to building lasting relationships between customers and a brand. In this section, we dive a bit deeper to understand these components.
Customer segmentation is the process of categorizing your customers into groups based on common characteristics and traits so you can market to each group effectively and appropriately and create loyalty strategies that allow more personalized and targeted approaches. The most common types of customer segments include:
Read our full guide on Customer Segmentation: How To Perfect Your Segmentation Strategy For Real Growth
Making sure your experiences feel tailor-made to your customers is an essential component to building behavioral loyalty. Adapting products, services, and interactions to meet the individual preferences and needs of your customers creates more meaningful experiences that eventually foster a sense of connection and loyalty.
A personalized experience is a tailored experience to suit the unique preferences and needs of individual customers instead of a one size fits all and recognizes the individualities among different consumers and their demographics.
(Read more: How to Use Customized Messages for a Better Customer Experience)
What are the benefits of a tailored experience?
One of the most strategic aspects of personalization is how to use customer data to inform and enhance tailored interactions. Personalization driven by data empowers businesses to forecast needs, understand customers and proactively shape customer experiences.
How do I start implementing data-driven personalization?
Memorable experiences go beyond individual transactions and leave lasting impressions on the customer, involving several of the aspects mentioned above, from understanding the customer journey to curating touchpoints that evoke positive emotions, memorable experiences built on the foundation of behavioral loyalty are key to sustained loyalty.
Creating a memorable experience involves going beyond the ordinary and leaving a lasting impression on your customers. Here are some strategies to help you craft memorable experiences:
Customers seek reliability and predictability in their interactions with a brand - so consistency is pretty important, if you ask us. Consistent messaging, quality, and service across all touchpoints foster trust and reliability. It's not just about individual moments but the cohesive narrative that spans the entire customer journey. Inconsistencies can erode trust, so in crafting your customer experience strategy, prioritize consistency at the top of the list.
Wrapping up, we hope you leave this guide thinking of behavioral loyalty as the secret key to sustained customer loyalty. The whole point behind behavioral loyalty is creating a strong emotional connection, like making a friend.
If you’re looking for a tool that makes achieving behavioral loyalty 100x easier (disclaimer: arbitrary) - Gameball is here to help. Or, you can talk to one of our loyalty consultants here about how to improve your business’ customer loyalty,
