How Broken Products Build Customer Loyalty

By Steve Davidson Jun 27, 2018 3:40:08 PM



Strengthen your bond with customers by offering the protection and peace of mind of warranty products.

Customer loyalty. We all want it—but just how do we get it? That’s a bit more elusive.

How do you get customers to come back to your store without them wondering, ‘Can I get a better deal on this refrigerator? Can I find a better selection of washers and dryers somewhere else? Should I just save some time and buy TV online instead?’

It’s simple, really. Like any relationship, you have to be there for someone when they need you—sometimes before they even know it. It starts by helping them choose the right product for their needs and not simply the product you want to sell them. And, of course, you need to make sure they understand exactly what they’re getting. No one likes surprises.

In an ideal world, you recommend a product, the customer buys it and loves it and, in turn, loves you. But we all know life isn’t perfect. So, what happens when things don’t go exactly according to plan? Warranties to the rescue!

Be there at the time of the sale

Cue the superhero music because warranties are a great way to establish customer loyalty. That ‘they’ve got my back’ feeling can be established at purchase. Take an interest in each and every customer and listen carefully to what they want and need, so you can recommend a product that’s right for them.

Once you’ve zeroed in on their ideal product, zero in on their perfect warranty. Explain the benefits of long term protection for big ticket items like electronics and appliances. And don’t forget to include other value-added services they might be able to use. Also, if you can, try to connect the new warranty with a familiar one they might have used in the past. This can create peace of mind—especially when introducing a new protection product.

It’s just as important to make sure each and every employee is trained on the warranty offering. While they may have the best intentions, you don’t want employees coming off like they’re peddling an extra protection merely for their own gain. Customers don’t want to feel pressure to buy something just so someone can earn a commission.

Be there in their time of need

Whether the fridge is on the fritz or the soundbar has gone silent, when something goes wrong, you want to be there for your customers. If you sold them the right protection plan, then here’s your chance to swoop in and save the day. Cue up that superhero music again because, let’s face it; consumers aren’t going to thank the company behind the warranty. No, they’re going to thank the person who introduced it to them – you.

Yet, all you have to do is make a quick call to Fortegra and we’ll handle everything. It’s much more effective than working with an inferior warranty product or trying to gain customer loyalty with a ‘manager’s special.’

Don’t miss an opportunity

We know you want to take care of your customers and build customer loyalty. Make sure you partner with a warranty provider that does the same. Like—for instance—us!

Already a Fortegra partner? Tweet us your customer loyalty success stories @Fortegra.

Categories: Warranty Solutions

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