Attracting loyal customers not only helps maintain stable sales but also contributes positively to the long-term growth and sustainability of the business.
Neutral customer profile
Neutral customers (also known as potential customers) are consumers who tend to have no preference for a particular brand or product, and are not yet extremely loyal. This is a group of customers who may switch to a competitor's product or service if they find it more beneficial.
Characteristics of neutral customers
- Undecided: Neutral customers are typically undecided or uncommitted to a particular brand. They may still be considering and comparing options before making a decision.
- No Long-Term Commitment: Neutral customers are often not looking to commit to a particular brand long-term. They may want to keep the option open to switching to a competitor’s product or service if they find it more suitable.
- Always look for a good product at a reasonable price: They need to feel real value from the product or service, not simply a cheap price.
- Influenced by marketing and reviews from others: Neutral customers are easily influenced by effective marketing and positive reviews from other users. They can be easily persuaded or convinced by reviews and reviews from others.
- Lack of emotional connection to brands: These are people who are not typically fans or loyal to a particular brand. Neutral customers are more focused on the specific benefits that a product or service provides.
- Willing to Switch: Neutral customers can easily switch to another brand if they feel they get more benefits. They are not committed to the long term and look for flexibility.
Why are neutral customers important?
Attracting loyal customers is vital to the sustainable growth of a business, here are some reasons why:
Neutral customers are often a significant source of increased sales. They have the potential to convert into loyal customers if they receive good attention and value from the business. This creates stability in sales, helping the business optimize profits and maintain growth.
In addition, focusing on neutral customers helps diversify the customer base. This is important to minimize the risk of losing large sales from a fixed customer base. A diverse customer base will bring long-term benefits to the sustainable development of the business.
Furthermore, building relationships with loyal customers provides a strong foundation for the future. These customers can become significant support in the future.
These customers can become a significant source of support for future marketing and promotional campaigns. They can also become active ambassadors for the brand, helping to expand its reach to the target audience.
Customer care strategy turns from neutral to loyal
1. Provide products/services of real value
Neutral customers always know their own requirements. Therefore, providing a product or service that has real value will be easy to approach and attract neutral customers. However, it is not necessary to provide all the elements that can satisfy their requirements. Sticking to the core values and business goals of the enterprise to adjust is the right way to go.
Some ways to help businesses increase the value of products/services:
- Emphasize the benefits of the product instead of the features. Instead of explaining at length how excellent and perfect the product is, direct customers to the benefits the product provides, what they will receive when using the product. According to research, companies that focus on promoting the benefits of the product will receive higher profits and have a competitive advantage.
- Add to the needs of your target market. Find out what value your potential customers are interested in and tailor your offering to increase that value.
- Differentiate your product's real value from your competitors, only then can you increase the core value of the products and services you are offering to the market.
2. Personalization – personalize the experience for each customer
Without a clear emotional connection with brands, neutral customers will not specifically choose or be loyal to a particular brand. Therefore, personalizing the product experience will make them feel more connected to the brand, thereby easily leaning towards the business.
To personalize the experience, your business needs to rely on the interactions and actions of customers that the business has collected to adjust, change products, services or other more suitable outreach and promotion strategies. From there, the business can improve the shopping experience of customers.
3. Create good reviews, interact positively with them on social networking sites
Because they are easily influenced by marketing and reviews, businesses need to invest in communicating with neutral customers at every touchpoint, in which the "trump card" will be social networks.
Social media is interactive. Customers don’t come to your site to chat, to engage. And great conversations can have a positive impact on sales.
Harris Poll, on behalf of Sprout Social, surveyed U.S. consumers and business executives to better understand how they use social media and its impact on organizations. The report found that, as a result of positive social media interactions with a brand, consumers are willing to:
- Buy from a brand (78%).
- Choose a brand over competitors (77%).
- Suggest a brand (76%).
- Increase their spending with that brand (72%).
- Develop stronger relationships with brands (70%).
Converting customers from neutral to loyal is a process that requires investment of both time and effort from the business. To shorten this process, find the most suitable solution to increase sales thanks to this source of customers, contact hotline 1900 1739 for free consultation.
