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Strategies to Retain Customers and Drive Business Success

By Diego Bouquet Roldan

January 5, 2024 | 6 min read

In today’s fast-paced business world, it is not just about acquiring customers, it is about retaining them. Customer retention not only drives revenue, but also builds reputation and sustainable success. According to the Harvard Business Review, retaining existing customers can be up to 25 times less expensive than acquiring new ones. In this article, you’ll discover how customer loyalty translates into multiplied results and how to build lasting relationships through strategies that go beyond the conventional. Explore the fascinating path to loyalty that turns customers into loyal brand advocates.

How do you build customer loyalty?

There is something much more important for any company or organization than attracting customers: retaining them. Achieving this not only drives (and in some ways guarantees) repeat sales, but also contributes to a company’s reputation and sustainable success. And even strengthens its bottom line. According to a Harvard Business Review study, retaining existing customers can be up to 25 times less expensive than acquiring new ones.

Therefore, achieving customer loyalty is essential for any organization and/or business. But in order to find the most appropriate way to make this a fact, it is very important to define what exactly customer loyalty or retention is.

Customer loyalty is a concept that has as its neural point the ability of a particular company to make its customers repeat purchases or return to rent services. In a way, it consists of managing the necessary tools to create lasting business relationships that cause customers to choose a certain company as their preferred option. And to recommend it.

Of course, this loyalty is not magically achieved, but, like everything in the business world, it is built. Yet, according to Zendesk statistics, less than 20% of companies work on developing their own strategies to keep their customers close. In fact, 44% of companies focus their marketing efforts on acquiring new customers, not retaining existing ones.

How do you keep customers loyal?

When companies manage to make a customer loyal to them, the results multiply very quickly. Statistics show that a customer who has an emotional relationship with a brand is 7 times more likely to recommend it than a customer who does not. Therefore, it is necessary to find the way to build said loyalty, which usually integrates actions such as

  • Anticipation and satisfaction: Companies must develop strategies to anticipate customers’ needs, exceed their expectations and constantly improve the previous experience in each interaction. This requires a deep understanding of their preferences and proactive adaptation to ensure maximum satisfaction.
  • Build lasting relationships: Building strong and rewarding connections with customers goes beyond transactions. It involves building genuine relationships, understanding their individual stories, and providing personalized service that reflects an authentic commitment.
  • Comprehensive experience: Companies must provide a positive experience at every stage of the buying process, from the initial discovery of a product or service to post-sale. Each touchpoint must be designed to deliver convenience, efficiency, and satisfaction.
  • Incentives and rewards: Another great way to retain loyal customers is to motivate them with attractive incentives, such as exclusive discounts, special promotions, points programs, or exclusive prizes. These rewards not only recognize loyalty, but also encourage repeat purchases and strengthen the emotional bond.
  • Promoting values: Brands can earn customer loyalty by going beyond the product or service to highlight shared values. Successful companies communicate a narrative that resonates with customers, showing how their business practices reflect ethics, sustainability and social responsibility.

Product quality, exceptional customer service, and a consistent customer experience are key factors in building loyalty. Transparency and authenticity also play a fundamental role, as customers increasingly value companies that share their values.

How do companies build credibility?

Building credibility is essential to creating a solid foundation for customer loyalty. Companies use various strategies to improve their credibility, including

  • Product or service quality: Providing high-quality products or services is essential to gaining customer trust. Consistency in quality helps build a solid reputation.
  • Transparent communication: Companies that are open and transparent about their operations and policies build trust. Clear and honest communication strengthens customer relationships.
  • Excellent customer service: Exceptional customer service not only solves problems, it creates positive experiences. Companies that strive to exceed expectations build lasting relationships.

For example, in the United States, the estimated cost of customers switching products or brands due to a bad experience is $1.6 trillion.

What are the causes of credibility loss?

Loss of customer loyalty can have a significant impact on any business. Breaking promises, delivering poor quality products or services, lack of transparency in operations, and poor handling of customer issues and complaints are some of the most common factors that erode trust.

According to the 2023 CX Trends report, 66% of consumers say a bad interaction with a company can ruin their day. On the other hand, two-thirds of consumers who perceive that a company cares about their emotional well-being are more likely to become repeat customers.

To avoid unsatisfactory experiences, it is essential to have a solid plan of action. This includes diagnosing current levels of customer satisfaction, understanding strengths and weaknesses, being alert to emerging issues, and proposing solutions to improve the customer experience. Integrating the customer loyalty strategy with other business processes ensures a consistent response to adverse situations, especially when it comes to loyal customers.

Here are some of the specific causes of loss of credibility:

  • Broken promises: When a company makes a promise to a customer and then fails to deliver, it erodes trust. This can happen in a variety of ways, such as promising a delivery date that is not met, offering a refund that is not processed, or providing a product or service that does not meet expectations.
  • Poor quality products or services: Customers expect to receive high-quality products or services. When they do not, it can damage their perception of the company. This can be caused by a variety of factors, including manufacturing defects, poor customer service, or simply failing to meet customer expectations.
  • Lack of transparency: Customers want to feel that they can trust a company to be honest and transparent with them. When a company is secretive or opaque about its operations, it can damage trust. This can happen in a variety of ways, such as not disclosing information about product ingredients, financial performance, or labor practices.
  • Poor handling of customer issues and complaints: If a company does not handle customer issues and complaints in a timely and satisfactory manner, it can damage trust. This can happen in a variety of ways, such as ignoring customer complaints, blaming the customer, or offering a solution that is unacceptable to the customer.


In the business world, customer loyalty is essential to sustained success. The Harvard Business Review notes that retaining existing customers can be up to 25 times less expensive than acquiring new ones. Loyalty is built through strategies such as anticipation, long-term relationships, and rich experiences. Clazzy Studio, specializing in development and design for brand growth, can leverage these strategies. Their focus on brand communication will strengthen your credibility and improve the customer’s perception of your company. Don’t underestimate the importance of building successful and lasting relationships with your customers. Find out how Clazzy Studio can help you on your way to sustainable success. Choose excellence with Clazzy Studio now!