In an industry evolving at lightning speed, staying ahead of the curve is crucial for brands looking to achieve long-lasting success. That’s why events like the IRX & eDX Conference are invaluable; a unique opportunity to dive into the latest trends, innovations, and strategies shaping the future of retail with other ecommerce experts.

At the event, Insider’s Senior Digital Consultant, Jon Dixon, was delighted to host a session on why building strong relationships with customers goes beyond simply offering a product or service. This article covers Jon’s three key insights on building customer trust and loyalty through shared values.

Meet Jon

Jon works alongside digital leaders from some of the world’s most recognizable brands. With over 10 years of experience working in the customer experience space, he has a strong knowledge of solving key business challenges and increasing performance through digital optimization. 

For Jon, one thing that’s become abundantly clear in recent years is that consumers are increasingly looking for brands that align with their values and demonstrate a commitment to ethical business practices. Building trust and loyalty requires a deeper connection that resonates with the beliefs and principles of your target audience. 

In his session, Jon explored how businesses can build meaningful connections with customers by prioritizing shared values and ethics. Here are his top three recommendations for long-lasting success…

1.Understand the customer’s needs and values

To build trust and loyalty, businesses must first understand the needs and values of their target audience. This involves more than just demographic data; it requires a deeper understanding of what motivates and inspires customers. 

“Understanding the intricacies of customer values is crucial for businesses looking to establish genuine connections. It’s about empathizing with their worldview and aligning your brand’s messaging and actions accordingly,” Jon explains.

2.Demonstrate ethical business practices

We live in an age of heightened consumer awareness, ethical business practices are paramount to building trust and loyalty. Customers want to support companies that demonstrate integrity, transparency, and a commitment to social and environmental responsibility. According to Jon, “Transparency is key. Customers appreciate honesty and authenticity from brands, especially when it comes to ethical considerations. Being transparent about your business practices builds credibility and trust.”

3. Engage customers through shared values

Once businesses have identified their customers’ values and demonstrated their commitment to ethical practices, the next step is to engage customers through shared values. This involves creating meaningful brand experiences that resonate with customers on an emotional level. Jon highlights the importance of authenticity in this process, saying, “Authenticity is the cornerstone of building connections with customers. When brands authentically embody shared values, customers feel a genuine affinity and are more likely to become loyal advocates.”

In a nutshell:

Building trust and loyalty through shared values is an ongoing process that requires dedication and authenticity. To continue strengthening relationships with customers, businesses must:

• Regularly assess and update their understanding of customer values through market research and feedback.
• Continuously evaluate and improve upon their ethical business practices to ensure alignment with customer expectations.
• Engage customers through authen

How Insider helps brands build long-lasting customer loyalty

Retaining your existing customers might not be as thrilling as bringing in new ones, but retention is the cornerstone of any healthy and sustainable business. 

Insider helps more than 1,200 brands worldwide deliver personalized, cross-channel experiences that engage and delight existing customers. Take fashion powerhouse, NA-KD, for example. Using Insider’s industry-leading marketing platform, NA-KD broke down data silos and gained a 360-degree view of each customer, allowing them to personalize journeys and increase customer lifetime value by 25%.

Get in touch

Ready to give your retention strategy the focus it deserves? Book a demo with us today. 

This article is based on the discussions and insights shared at the IRX & eDX in Birmingham on 22nd of May, 2024