Customer loyalty plays an integral role in enhancing the sustainability of any business organization or venture dealing with healthcare equipment. In essence, loyal customers tend to stick to particular products, services or organizations even in the face of increased competition. Such customers are never swayed even if the competing products or services are cheaper or propose to be of a higher quality. With this in mind, it is of paramount importance for any organization to find ways of enhancing customer loyalty. The reason for this is the fact that loyal customers act as referrals for new clients which in itself is beneficial as it raises profitability. However, a healthcare organization which has established that its customers are moving on to their competitors can reverse the situation by coming up with a plan to enhance customer loyalty in future. The plan establishes the best practices for improving customer loyalty to increase profitability.
Contemporary Best Practices for Improving Customer Care in a Healthcare Organization
Customer loyalty enhances business profitability as the customers keep on coming back for more of the products and services. Moreover, customers who are loyal to certain organization’s services and products act as referrals as they refer new clients to a particular organization (Huang et al., 2015). With this in mind, it is important for the medical supply organization to come up with strategies, which will help achieve customer loyalty. These strategies will come in handy considering that its customers are moving to their competitors and in turn, the company is only getting new clients. This organization can avert this worrying trend by embracing best marketing and business practices as follows:
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Uplifting the Company’s Brand Name
Clients tend to be loyal to accompany which has succeeded in branding itself for the existing market. In essence, clients believe that a branded company, which is popular and visible, is likely to offer quality and effective services and products (Fung So et al., 2014). In line with this, the medical supply company ought to increase its market presence through intensive marketing campaigns. Moreover, the company should conduct a SWOT analysis to determine its strengths, weaknesses as well as the available opportunities and threats. Only then can this company create a brand, which appeals to clients, as well as sustain customer loyalty.
Use of Customer Feedback
The medical supply company can gain helpful insights by making use of customer feedback. The feedback can be obtained from oral and written interviews, online surveys, emails or through customer suggestion box (Thaichon, Lobo and Mitsis, 2014). The feedback will, in turn, help the company to improve in any area, which is eliciting customer dissatisfaction. On the other hand, the company will be able to note its strengths and work towards maintaining what gives it an upper hand in relation to competitors.
Loyalty Programs
Loyalty programs are essential for a company, which is keen on eliciting and maintaining customer loyalty. These programs work by awarding the loyal customers with discounts and bonuses so that they can keep on coming back (Magatef and Tomalieh, 2015),. The company can make use of pure points-based loyalties where customers earn points for every purchase and at the end redeem the points to get discounts.
Provision of Information in Real Time
Customer’s satisfaction is reliant on several factors including a company’s ability to give information regarding its operation in real time. Customers need to know about price changes, new arrivals, pricing as well as other vital information beforehand. In essence, customers loyalty can be threatened if they feel that the company is hoarding critical information. However, a company, which is open to customers, creates a sense of security for such customers who in turn become loyal.
Expediting Speed in Dealing with Customers
Customers apart from securing the medical equipment have other duties, which awaits their attention. As such, they would want a company, which is quick in its business transactions and activities. These customers should not be subjected to delays, as they would end up rethinking their other option. In essence, a customer tends to be loyal to companies, which deliver its services, and equipment in the stipulated time as cuts down on losses. Consequently, satisfied customers are likely to come back or even recommend other new clients to try the services, which enhance profitability.
Recommendations for Improving Customer Loyalty
Having understood the importance of customers’ loyalty in a business, it is important to consider the following recommendations, which may work in the medical supply company. One it is important to understand the demographics of the clients to come up with products that suit their needs. This analysis is important in determining which clients require scooters, wheelchairs, or walkers based on their age and health conditions. If clients understand that the medical supply company will meet the supply needs of their patients, they are likely to subscribe to it. Moreover, the medical supply company may decide to make use of contracts to reduce the chances of clients shifting allegiance to their competitors at will. However, the company should make use of such contracts to satisfy their clients to retain them even when the existing contract ends.
Customer loyalty is not something that the medical supply company can achieve in one day, but rather it is a continuous process. The company can decide to build customer loyalty by engaging in simple yet effective promotional and after sale services. Here the company can offer to maintain the equipment at a lower price or for free to create an improved business relationship and in turn customer loyalty. Additionally, the medical supply company can gain customer loyalty by getting involved in corporate social responsibility targeting the client’s patients. For example, the employees from the company can set apart a day where they help the patients use the equipment they supply. In doing this, the company is essentially proving that it is concerned with the welfare of its clients. In turn, this company stands a greater chance of achieving customer loyalty and thus profitability.
References
Fung So. K. K. et al. (2014). The role of customer engagement in building consumer loyalty to tourism brands. SAGE Journals, 55 (1), 64-78.
Huang, S. et al., (2015). The influences of brand benefits on brand loyalty: Intermediate mechanisms. Australian Journal of Management, 41 (1), 141-160.
Magatef, S. G., and Tomalieh, E.F. (2015). The Impact of Customer Loyalty Programs on Customer Retention . International Journal of Business and Social Science, 6(1), 78-93.
Thaichon, P. Lobo A. & Mitsis, A. (2014). Achieving customer loyalty through service excellence in internet industry. International Journal of Quality and Service Sciences , 6 (4), 274-289.
