How support can increase customer loyalty [5 tips]

Updated: Apr 4

It’s difficult to talk about support without mentioning customer loyalty. But what does customer loyalty mean?

Customer loyalty is the measure of a customer’s potential to purchase multiple products or services from a company over a period of time. When customers continue giving you their business, it’s likely because of an emotional bond to your brand and product. Over time, this bond builds after several positive interactions between the business and consumers. Not every interaction will be perfect, but loyal customers have more good feelings about your brand than bad.

Support plays a huge role in customer loyalty - teams can either build trust with efficient, helpful support or create tension, losing a potential advocate. Research backs this idea as well: according to Hubspot, 93% of customers are likely to make repeat purchases with companies who offer excellent customer service.

To increase customer loyalty, support teams can focus on the following:

Provide customers with valuable content

A knowledge management system makes it easier for customers to access information about your business and its products. With a knowledge management system, customers can:

  • Solve issues themselves without having to interact with agents

  • Stay informed of new products and features

  • Access consistent solutions and information from one, reliable source of truth

But how do you know you’re creating valuable content? When evaluating your content hub (also referred to as a knowledge base), it’s often tricky to identify where to focus your efforts first. We compiled a few starting points below.

1. Begin with your customer data – Go back and look at your support analytics to identify where customers are struggling most. Which search terms keep coming up? Which articles have they flagged as unhelpful? All of these instances could inspire content that helps customers find what they need.

2. Know your products – To create helpful content, you must be able to explain the product or topic inside. Articles should always be informative and approachable to someone of any level.

3. Include visuals – Videos and images help break up blocks of text and explain concepts that may otherwise need a lengthy explanation.

4. Update your content regularly – Old, outdated information won’t help your customers solve their issues. Go through past articles and adjust them so they’re in line with the latest product or service updates.

Customers who can use a knowledge base to access valuable content can quickly solve issues on their own. The more helpful your content, the stronger the trust customers will have in your brand, which builds customer loyalty.

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