From small business owners to global brand leaders, these experts reveal the real drivers of customer loyalty — and it’s not just discounts.
In an era where customer acquisition costs keep rising, turning first-time buyers into repeat customers is more than smart — it’s essential. So we asked over 40 founders, executives, and marketing professionals one key question: What’s the best way to drive repeat business?
Their responses reveal a powerful truth: loyalty isn’t bought — it’s earned, through trust, consistency, and deep human understanding. Here’s what stood out.
1. Trust is the currency of loyalty
Many experts pointed out that repeat business hinges on one thing: customer trust.
“Irrespective of what business you’re in, if people don’t trust you, they won’t come back,” said Anfernee Chansamooth, content strategist at Simple Creative Marketing.
Leonie Henzell, founder of Beauty’s Got Soul, added that consistency in experience builds that trust — “from ordering to delivery to post-purchase care.”
2. Keep the conversation going
A one-off transaction becomes a relationship through ongoing engagement.
“Repeat business is all about staying top of mind,” said Paul Dunn, chairman of B1G1. This means regular communication — not spam — that delivers value.
Tim Kaposy, Director at Zea, emphasized listening: “Engage with customers in the same places they found you. Respect where they hang out.”
3. Make your customer feel known
From birthday emails to tailored recommendations, personalization was a common theme.
Louise Booth, founder of The C Word Agency, explained: “We built customer loyalty by making people feel special and remembered.”
Meanwhile, Ben Hirons of SmartCompany argued that being “relevant and helpful in your customer’s moment of need” is what separates brands from noise.
4. Deliver an experience, not just a product
Several contributors highlighted that customers return not just for the product, but the feeling that surrounds it.
Michael Simonetti, founder of AndMine, said: “The fastest way to earn loyalty? A better experience than they expected.”
Others agreed: shipping speed, packaging, support — all shape perception.
5. Don’t forget the post-sale moment
Too many businesses neglect the post-purchase window, but that’s when trust is won or lost.
“Show that you care after the sale,” advised Kym Illman, entrepreneur and author. “It’s often the small gestures that matter — a thank-you note, a follow-up call, a bonus tip.”
Darrell Hardidge of Saguity put it simply: “Loyalty is a result, not a strategy. Focus on value and care.”
6. Build a mission people want to support
Customers stick with businesses whose values align with theirs.
“We’ve built a community, not just a brand,” said Melissa Browne, founder of A&TA. “People return because they believe in what we’re doing.”
Likewise, several founders mentioned impact-led initiatives — carbon offsets, charity donations, ethical sourcing — as loyalty magnets.
The bottom line?
Repeat business is less about tactics and more about relationships. As Sharon Nouh, founder of ProSpend, put it: “People return to businesses they feel connected to. Earn that connection every time.”
For Australian founders and SMEs navigating a competitive landscape, these insights are more than advice — they’re a playbook.
Read the full discussion here: What do repeat customers really want that most businesses miss?
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