Attracting new patients or customers is a key part of your business—no one will argue with that. But it is even more important to keep those patients and turn them into loyal customers of your practice. So, how do you attract loyal customers and keep them loyal? Here are a few key points.
The Difference between Loyalty and Habit
First, it’s important to understand the difference between loyalty and habit. In a recent UK study, 70 percent of respondents said they frequently buy from the same company, but they are not necessarily loyal to that company. This means they often purchase from that company out of habit or convenience. The same study found that 76 percent of consumers would buy from a competitor if they offered a less expensive or more convenient option. Habit will not prevent your patients from going to a different audiology practice for a lower price or a shorter drive—but loyalty will.
The Importance of Relationships
When you think of what builds loyalty in customers, some answers are fairly obvious: a great service or product, excellent customer service, and convenience. However, the number one factor is recognition of the individual. The study mentioned above found a 110 percent year-on-year increase in the number of individuals who cite “the ability to understand me as an individual” as a factor in brand loyalty.
Your patients want to feel that you understand, respect, and value them as individuals. Customers are also more and more interested in giving their business to companies whose values align with their own. These two factors together demonstrate the importance of building and maintaining strong relationships in your practice.
Show that you care about your patients and their experiences at your practice. Did they receive the service or product they needed? Was it delivered to them in a professional and friendly manner? Did every member of your team treat the patient with respect, understanding, and care? Patients want to see that you understand and value them as a person and a customer and that you are willing to do what it takes to keep them loyal.
A Few Tips for Building Loyalty
So, what can you do to build loyalty among your patients? As noted, understanding your patients and showing them respect is the first step. There are a few other things you can offer that, according to the study, can help to foster loyalty. These include:
- Recognition
- Discounts
- Exclusive or early access
- Contests
- Personalized recommendations
- Rewards points
- Community features
This data shows that customers are interested in more than just the product or service they come to you for. They are looking for you to offer something more in order to win their loyalty. In fact, 40 percent of respondents to the study said they would remain loyal to a brand that provided extra value beyond a product or a price. This is one way you can differentiate yourself from the competition.
Loyalty is the backbone of your practice. For more information about how you can attract and keep loyal patients for your audiology practice, we welcome you to contact us today at Audiology Plus.
