What Is the Most Direct Cause of Customer Loyalty?

What really drives customer loyalty?

What is the Most Direct Cause of Customer Loyalty - CX Today News
Loyalty ManagementInsights

Published: September 22, 2023

Rebekah Carter

What is the most direct cause of customer loyalty? This is a question virtually every business owner and contact center leader has asked at some point. After all, few things are more critical to the growth of your business than happy, loyal customers.

Reports and studies have shown that loyal customers ensure business success for years. Around 65% of a company’s revenue often comes from the repeat purchases of existing customers. Plus, 57% of consumers say they spend more with brands they feel loyal to.

However, the nature of loyalty and what drives consumer retention has changed over the years. Events like the pandemic have restructured customer priorities. Many modern buyers need more than great products or prices to feel connected to an organization.

In fact, among Gen Z buyers, 46% have stopped buying from a company due to its stance on social issues, and 53% say they’re more loyal to organizations with diverse customer service strategies.

So, what is the most direct cause of customer loyalty today?

What Is Customer Loyalty? An Introduction

Before looking at the factors that drive customer loyalty, it’s worth establishing what “customer loyalty” means. It’s more than just a customer having a positive perception of a brand. Customer loyalty is choosing to work with a brand multiple times, regardless of which new solutions enter the market.

Loyal customers don’t jump from one business to the next looking for a lower price or new features. They’d pay more or wait longer for a product or service from their preferred company.

Customer loyalty, built through positive experiences and a commitment to customer satisfaction, increases sales and lifetime value. However, it also drives other benefits for brands.

Loyal customers frequently become advocates for the organizations they love, recommending them to others and sharing positive reviews. By investing in customer loyalty, companies can:

  • Increase profits: Loyal customers return to a brand to purchase products and services repeatedly, creating a stable revenue stream. They also tend to spend more on each purchase compared to new customers.
  • Reduce marketing costs: Acquiring new customers is 5-16 times more expensive than retaining existing ones. When you have loyal customers, you can spend less on lead acquisition. Plus, you can turn your current customers into promoters for your brand.
  • Gain a Competitive Advantage: A loyal customer base improves a brand’s reputation and gives it an edge over the competition. Plus, since loyal customers are less likely to switch to another company, companies can better retain their audience.
  • Leverage insights: Loyal consumers provide valuable insights to businesses. With the right analytics and feedback management tools, companies can learn what their consumers want most from their services and products.

What Is the Most Direct Cause of Customer Loyalty?

So, what is the most direct cause of customer loyalty?

Previously, companies often assumed loyalty was built on good pricing strategies, excellent products, and reliable services. While all of these components still play a role in cultivating loyalty, the most critical factor for most consumers today is customer experience.

According to a KPMG study, 65% of respondents said they were most likely to be loyal to companies that deliver excellent customer support. Another study found 86% of customers are willing to pay a higher price for assured exceptional experiences.

In today’s world, delivering exceptional customer support isn’t just about being fast, responsive, and accessible to consumers. In a world of digital transformation, consumers are on the hunt for convenient interactions across a range of channels, personalization, and authenticity.

As AI and automation in the contact center continue to evolve, consumers are prioritizing “human experiences” more than ever.

Beyond anything else, the commitment a business makes to serving its customers throughout the consumer lifecycle determines whether it’ll earn the loyalty of its fans. This is particularly true in a post-pandemic era, where consumers expect more from every interaction.

The Other Factors Affecting Customer Loyalty

While the answer to “What is the most direct cause of customer loyalty?” may be “excellent experiences,” it’s worth noting that there are many factors involved in delivering remarkable experiences.

Your approach to customer service is essential. Studies show that 93% of customers are more likely to make repeat purchases with a brand offering great support. However, there are other elements to consider, too, such as:

The Quality of Your Product or Service

While a product or service doesn’t have to be the most advanced solution on the market to gain customer loyalty, it does need to deliver something valuable. Customers can’t be loyal to business leaders who don’t effectively address their pain points or help them reach their goals.

This is why it’s so crucial for business leaders to map the customer journey, learn more about the needs of their buyers, and deliver tailored solutions. It’s also why listening to the voice of the customer can be extremely valuable when developing your market offering. Direct feedback from consumers leads to the creation of more effective solutions.

Brand Reputation and Values

As mentioned above, consumer priorities have changed a lot in recent years. Delivering an excellent experience today requires companies to understand not just their customers’ goals but their values, too. Brands known for their honesty, transparency, and reliability will always retain more customers.

Businesses must also demonstrate their respect for customers by showcasing the same values. 56% of customers in one study said they’re more loyal to brands that “get them.” Additionally, 89% say they feel a greater sense of loyalty to companies that share their values.

Pricing Structure

While consumers are willing to pay more for a product or service when guaranteed good service, they also expect a fair pricing structure. In other words, they want to feel they’re getting good value from your business. Consumers are becoming more discerning about spending their money in today’s uncertain economy.

They want to see evidence that the pricing offered by a company is reasonable based on the value they’re getting. Sometimes, companies can add to the perceived value of a product or service with incentives, loyalty schemes, and membership programs. Access to additional benefits encourages consumers to pay more for a solution they could get cheaper elsewhere.


When answering questions like “What is the most direct cause of customer loyalty?” many companies monitor various metrics. Customer effort score, or “CES,” is a core determinant of customer loyalty. Every consumer wants to save time and effort when accessing the solutions they need.

Companies can make their solution more “convenient” to buyers in various ways. They can offer online ordering and instant checkout options, fast delivery, or omnichannel service. Businesses can also make a service feel more convenient through AI and automation. Simple things like allowing customers to place orders without speaking to an agent can boost loyalty rates.


Consistency and excellent customer service go hand-in-hand. In today’s digital world, providing consumers with various ways to contact a business and access support is crucial. An omnichannel approach to customer service helps brands deliver a more convenient experience.

However, ensuring buyers get the same support and guidance across every channel is essential. Consumers should be able to access high-quality advice, humanized support, and straightforward solutions whenever and wherever they interact with your business.

Emotional Intelligence

As mentioned above, human factors like transparency and empathy have grown increasingly important in gaining and retaining customer loyalty. A high level of emotional intelligence in the contact center leads to more positive and memorable customer interactions.

Agents who can demonstrate compassion and patience are essential in a world of automation and AI. Moreover, accurate emotional intelligence can help drive more personalized customer service. When agents understand what their customers want and need, they can tailor their support to the requirements of each consumer.

How to Increase Customer Loyalty: Quick Tips

Ultimately, excellent experience is the number one answer to “What is the most direct cause of customer loyalty?” This also means the easiest way to increase customer loyalty, improve retention, and reduce churn is to prioritize CX.

Investing in exceptional experiences is how companies convert their contact centers from “cost centers” into profit hubs. Here are some quick tips any business can use to cultivate and increase customer loyalty levels:

1. Know your Customers

Customers don’t just want fast and efficient customer support and convenient interactions with brands. They want to see evidence companies understand their needs. Fortunately, there are numerous ways for organizations to develop a deeper understanding of their audience in today’s world.

AI-driven conversational analytics tools can provide insight into sentiment throughout the customer journey. Social listening and monitoring tools help businesses track their reputation. It’s even possible to collect feedback from consumers automatically for direct insights into their pain points and goals.

2. Simplify the Customer Experience

Convenience, simplicity, and low customer effort scores are essential to an excellent customer experience. Using your analysis of your customer’s buying journey, look for ways to remove friction from every touchpoint consistently. Ensure you can serve customers on the channels of their choice with an omnichannel contact center.

Invest in simplified solutions for self-service, allowing customers to automate time-consuming processes like making repeat purchases. Train agents to deliver straightforward guidance by investing in their communication skills.

3. Retain the Human Advantage

As tempting as it might be to go all-in on AI and automation tools in today’s world of generative chatbots and machine learning, the human experience still counts. While consumers appreciate self-service solutions, there are times when they crave the compassion and creativity of human agents.

Ensuring your consumers can always connect with a knowledgeable and empathetic agent when they need help is essential. Prioritize training agents to improve their emotional intelligence, connect with customers on a deeper level, and deliver personalized experiences. You can even leverage tools like CRM integrations and AI assistants to support agents through the process.

4. Reward Loyalty

In 2022, a report found one that in 5 UK, consumers can’t “afford” to be loyal to brands anymore. In an uncertain economy, buyers struggle to make purchases based on their preferences alone. Budgets are dwindling both in the B2C and B2B world.

This means companies need to invest in rewarding consumers for their loyalty to improve retention rates. Finding ways to provide additional value to buyers, whether with a customer loyalty program or a rewards scheme, can be extremely useful. Even simple benefits, like giving customers access to new features early, can help to increase loyalty levels.

5. Listen to the Voice of the Customer

Consumer preferences are constantly changing. The only way to consistently improve customer loyalty rates and boost retention is to listen to your audience. Voice of the customer technology is becoming increasingly essential in the contact center. Ensuring you can collect consumer feedback will help you determine which factors drive retention.

Analyzing metrics, such as Net Promoter Score and CSAT rates, alongside insights into customer sentiment can help businesses make better decisions about future CX strategies. The more you listen to your audience, the easier it is to boost the ROI of your customer service strategies.

Unlocking the Value of Customer Loyalty

Today, more companies than ever before are asking the question, “What is the most direct cause of customer loyalty.” More than anything else, a brand’s ability to connect with consumers and preserve their loyalty determines its success.

The more you invest in earning and retaining the loyalty of your target audience, the more your brand reputation and revenue will grow. Focus on delivering phenomenal and memorable customer experiences, and you’ll lead to ongoing business success.



CCaaSCustomer Engagement CenterSentiment AnalysisUser Experience

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