In the current business context, customer loyalty is defined as the ability of a company to retain customers and turn them into recurring revenue. The phrase “customer loyalty” is usually accompanied by analytics reports and metrics that try to decipher a customer’s buying habits, tendencies, frequency of purchases and apply the necessary tactics and strategy to improve them. At Hostinger, “customer loyalty” has an entirely different meaning.
Customer Obsession at Hostinger
It all begins with the customer. One of the core Hostinger values is Customer Obsession. The driving force behind every product, every service, every campaign, and every interaction, is the goal of helping people come one step closer to their online success. We never view customers as numbers, and we never try to quantify success in numbers. Our philosophy is that aiming to help people as passionately and informatively as possible is the only way to do business – and the numbers will take care of themselves.
Early on in the company’s journey, we became aware of the evolution of the customer loyalty concept. What ensued was a conscious decision to build a Customer Success team equipped with the right skills and mindset to serve customers in a way that they’ve never been served before. We wanted to create an environment where people are safe to resort to for answers. We wanted to make it easy for customers to reach out for help and even easier to get it.
While Customer Success is the main team directly responsible for dealing with customers, there’s a lot more that goes into this. From the data team, analyzing market tendencies and preferences, and Product owners that build products according to customer surveys to web developers interviewing customers regarding UX, there are a lot of people working silently behind the scenes. Their common goal? Make products and services that customers want to use.
Our teams incorporate feedback from customers into their work on a daily basis. Our work is constant, relentless fine-tuning. Polishing what we have built based on what people want, on what people need.
The relation between a customer and a brand
Gone are the days when customer loyalty was something you had to win over by enticing people into reward schemes, free giveaways, and heavy marketing strategies. Now, customers have the luxury of choice and are more informed than at any point in modern history. They know what they’re looking for, and more importantly, know when they’re not getting what they signed up for. Customers do not get behind products but behind brands. The relationship between a customer and a brand goes more profound than an exchange of money for service – it’s about trust.
We live in an era where people evaluate brands the same way they evaluate other people that let into their life. Customers expect to see things like open communication, care, attention, attentiveness, appreciation, and longevity. They are no longer impressed by flashy gifts in the early stages of the relationship. Instead, they look for consistency and a brand they can rely on in the long run. At Hostinger, we understand that the only way to achieve customer loyalty is by first proving we are loyal to our customers, and prioritizing customer needs in every business goal.
Building trust and giving a timely solution
We never treated customer loyalty as a separate project, something we had to worry about outside of the reason we built this company in the first place. People will always return to places and companies they have found comfort, solutions, and positivity. We are firm believers that if we offer people the most affordable, highest quality, and performance online hosting they can get, they will have a reason to return.
Loyalty is built over time, repetition, and friction. It is not given, it’s earned. It is the way you treat people in times of distress, crisis, and frustration. We’ve never believed in winning people over by sending them discount codes but being available to guide them through times of uncertainty and trouble. We help customers rank better in search engines, help them protect their website, set up their SSL, choose the right hosting plan for their needs, build a website that’s fast, efficient, and stands out. Loyalty is the bond of trust you build during email or chat exchanges, the feeling of relief you get when you get a timely solution to a problem that might have ruined your day.
And just because theory means nothing without real-life applications, let’s look at some real-life examples that can help you contextualize the ideas presented in this article.
Nothing says success more than someone who is willing to recommend your services to a friend. This is not a popular metric. This is proof of a true connection between company and customer. This is evidence that there is a personal approach, understanding, honesty and empathy.
Giving customers exactly what they ask for is absolutely amazing! Do you know what’s even better? Giving them more, simply because you want to see them succeed. This chat is a perfect example of how a member of our team exceeded expectations and pointed the customer in a direction that could help them immensely. As far as the customer was concerned, the chat was about to end with their problem resolved and their questions answered. But, no!
Our understanding of the customer and appreciation for what they do has taught us that giving more never goes to waste. Give without expecting back, give like you’d give to a friend, to a loved one. People appreciate honesty, attention, and the genuine desire to help.