Increased Customer Loyalty and Sales Through Digital Media: Case Study: KLM

Increased Customer Loyalty and Sales, which business would not want it? These are golden words and sure are not an easy deal to achieve. In our experience of working as an enabler of growth for the Small and Medium Enterprises, many SMEs have expressed their concern about how they can achieve customer loyalty. Almost every emerging enterprise has this in the goal sheet of things to achieve and work upon for the business.

Customer Loyalty? The problem
With the business dynamics evolving rapidly, there is stiff competition in every industry, across every function. With the access of the Internet now in customer's hands, widespread access to information is available to every customer. Customers are making buying decisions, taking personal calls based upon online reviews of products/ services. Every customer today has a certain reason of sticking with a particular product/ service. The few major one's are:

1. Pricing
2. Brand
3. After Sales service
4. Delivery

Access to trusted information has changed the game: the Internet revolution

The access to information of all sorts has empowered the customer to take sound and updated buying decisions. Businesses are now looking at moving online and exploring Digital and Social Media as one of the most evolved forms of communication and engagement with their relevant target audience.

But how can small businesses leverage this media towards increasing customer loyalty?

Digital and Social Media are a two way communication medium where the customer is engaging with the business, as the business is driving conversations with the target audience.

Case Study: KLM

Industry: Airlines

Mode: Social Media

Results: Increase in customer loyalty

Moral of the story:  even in this age of being Digital, touching your customer and putting a smile at his/ her face is far more powerful and works wonders!

The above video explains the campaign KL Surprise which was done by the KLM Airlines.

But I am a small and emerging enterprise, I don't have big budgets to spend?!

That's one perceptive misconception. Lets analyze the KLM campaign. To do it, they put in place their own employees and a few social media experts, who were simply tracking all brand related conversations online. The ground staff at the airports were put into action and the customers "Wow'ed"!!

Ideating the campaign and putting 2-3 people to track twitter, fb and FourSquare, buying the gifts and the ground staff, that's all that it took for this campaign to be successful and generate fantastic result for KLM.

As an SME you can put as a practice of touching your customer's lives through your products/ propositions and services and simply broadcasting them online as motivational stories! This will engage your customers in your brand communication and messaging. The same doubles up as a word of mouth engine for you and fetches you more sales.

So where do I begin?

Essentially you need to set your business objectives right first, setting clear expectations of what you want to achieve from the campaign/ activity which you are looking at doing. Once done, then you need to chart out what it will take to execute the same. If you feel there are extra resources needed/ or if in case a professional help is required, get in touch with a relevant Digital Media agency or a freelancer who can help you drive the project, creating the right messaging and content.

Small Businesses can leverage the Digital and Social Media simply and very effectively. They need to build awareness for the same. Team IndiaMART Knowledge Services is dedicated to build a strong knowledge base, while enabling SMEs to grow.

To know more on how you can leverage the Digital Media for your business, drop in a comment to this post and our experts will be happy to get back in touch!