Brand loyalty is more than skin deep

Posted on: June 18th, 2014 by Art Barger

In many ways, your brand is the face of your company. Or, at the very least your team mascot. When people see your logo, there’s an immediate recognition of what your brand stands for. But brand impressions are more than skin deep.

We all know a person’s brand interpretation varies based on their unique personal experience. The corporate goal, of course, is to create a strong, emotional connection with customers that says you are reliable, trustworthy, efficient, and all the other positive attributes that lead to the one thing that matters — customer loyalty.

It doesn’t matter how long a customer has been with a specific brand, these days loyalty can be fickle. As much as we’d like to believe it doesn’t, the phrase “what have you done for me lately” plays a central role in customer retention today. A happy customer this morning can be a frustrated customer by the afternoon. If problems aren’t resolved in a timely fashion or prove costly for customers from a financial or security standpoint, by diner time they can be shopping around for one of your competitors. As harsh as this may sound, that’s the reality of today’s business environment.  

When it comes to building brand loyalty, some of the key pieces include quality, trust, cost, reliability, speed and security.

  • Quality: Providing quality services that add value to your customers ranks high on any consumer’s priority list. 
  • Trust: Knowing who you can and cannot trust is critical to building consumer confidence.
  • Cost: All consumers consider price in their decision-making process. Reducing the cost in how you do things is an incentive for anyone.
  • Reliability: When you’ve got the right tools in place and support to back it up, reliability can raise the bar in your overall service quality and how customers perceive your brand.
  • Speed: How fast you deliver your service plays a huge role in the customer experience and overall customer satisfaction.
  • Security: When consumers know you’ve got the bases covered around security it provides piece of mind and gives them one less thing to worry about.

Achieving these goals across your multiple customer service platforms is a daily challenge for most banks and businesses. For the telephone channel, this means having an authentication method that doesn’t interrupt the customer service process, and verifies calls quickly so your call center agents can start serving your customers faster than ever.

The TRUSTID® Physical Caller Authentication solution automatically authenticates callers while the phone is still ringing. In milliseconds, the call is validated and telephone reps doesn’t have to put callers through lengthy telephone interrogations to determine if they are trustworthy or not. Instead, they can confidently begin to address your customers’ needs right away.

Delivering a high level of speed, trust, reliability and security can help contact centers reduce overall operating costs and provide more efficient, quality customer service that strengthens customer confidence and satisfaction. And when your call center establishes this with your customers on a daily basis, their loyalty will follow.

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