Customer loyalty 2.0: Configurators as a secret weapon

Author: Klaus Pilsl

Hello and welcome! Today we're talking about how to not only win customers, but also keep them. In this blog article, we'll take a no-nonsense but thoroughly entertaining look at the various aspects that make product configurators so effective. Let's get started....

Individuality or compromise

In a world full of standard products, product configurators offer the opportunity to incorporate individual needs and wishes directly into the design process. This largely eliminates the need for compromise in product selection. Instead of having to choose a pre-designed option that is "closest" to what they want, customers can choose the specific features and characteristics that are most relevant to them. If done correctly (see blog "7 Tips: increasing Sales with Configurators"), this not only increases satisfaction with the purchased product, but also increases the likelihood that the customer will build a stronger bond with the product and the brand. In this sense, freedom of choice in product configurators becomes a central factor for customer loyalty.

Win repeat buyers as loyal fans

Customers who have once bought a customized product not only come back, they also become ambassadors of the brand. It's like the first time you see your favorite band live; you want to experience that feeling again and again. And that's exactly what happens when customers have the freedom to design products according to their own ideas. The result? A steady stream of satisfied repeat customers who not only buy more, but also talk positively about the brand.

Shopping experience 2.0: fun included

A good product configurator turns shopping into an interactive experience, and does not simply cover the business case minimally. It is not enough to simply offer the product in a designable form - the customer wants to be inspired. It is also the fun factor and the personal investment of time and creativity of the customer in this individual project that makes the difference. But beware: too many options can also be overwhelming. It's like an all-you-can-eat buffet: at first the variety is great, but when the plate gets too full, the enthusiasm quickly turns into overwhelm. A well-designed product configurator therefore finds the optimum between choice and clarity (see blog: "Paradox of choice in product configurators"). In this way, the experience remains positive, and customers change from passive buyers to engaged designers - without falling into "decision paralysis".

Transparency: No surprises, only facts

We all know the feeling of uncertainty when the final price in the shopping cart is suddenly higher than expected. Product configurators remedy this by providing absolute transparency. Every selection, every change and every additional option is reflected in the price in real time. It's like having a personal shopping advisor at your side who tells you exactly what's what. That's how trust is built. And trust is the most important ingredient for customer loyalty.

Returns?

Returns are every online retailer's nightmare. But when customers have the option to design their own products, the likelihood of a return is drastically reduced. Why? Because the product is then not just an off-the-peg item, but a personal project into which time and heart and soul have flowed ("pride of ownership"). People don't want to part with that anymore. And if the customer has even personalized the product (e.g., printed his or her name on the product), the legal obligation to take the product back even expires.

Upselling and cross-selling: a little more always goes a long way

A well-designed product configurator can also serve as a perfect tool for upselling and cross-selling. But don't worry, this is not about imposing unnecessary extras on customers. It's about presenting them with options and additions that really add value and are also compatible. It's like a menu in a good restaurant: the main course is fantastic, but the side dishes make the meal perfect.

Feedback is worth its weight in gold

The interaction of customers with the product configurator provides companies with valuable information. This data is not only important for improving the current offering, but it also provides deep insights into customer wants and needs that can be used for future developments.

Excursus: The psychology of customer loyalty through configurators

The psychology of customer loyalty through configurators is based on various psychological principles and mechanisms that influence human behavior. Here are some important aspects that might play a role in this context:

1. Self-determination and autonomy: Configurators give customers the opportunity to design their products themselves. This autonomy leads to a feeling of self-determination, which can strengthen interest in and loyalty to the product.
2. Investment and commitment: When customers invest time and energy to configure a product, they develop a certain emotional attachment to it. They have literally put "something of themselves" into the product, which can lead to a deeper attachment.
3. Experience and emotions: Interactive configurators create an experiential environment that can evoke positive emotions. Positive emotions are strongly linked to customer loyalty. If configuring a product causes joy or excitement, the customer is more likely to return.
4. Individuality and identity: Customers often want to stand out from others. By being able to design a product according to their own ideas, they strengthen their sense of individuality and identity. They see the product as an extension of their personality, which can lead to a strong bond.
5. Reward systems and confirmation: Rewards, whether in the form of discounts for configured products or exclusive offers, reinforce the positive experience. Positive feedback, whether through social media likes or reviews, also reinforces the customer's decision and promotes loyalty.
6. Anticipation: The waiting time between configuration and actual delivery of the product can create a feeling of anticipation. Anticipation strengthens the emotional bond and creates a positive association with the company.
7. Social proof: When customers have the opportunity to share their configured products on social media and receive positive reactions from friends and family, they feel validated and develop a positive attitude towards the company.
8. Consistency and self-image: When customers design their own products, they create a self-image of their preferences and values. Consistency between this self-image and the purchased product increases customer satisfaction and loyalty.

Das Verständnis dieser psychologischen Aspekte ist entscheidend, um effektive Konfiguratoren zu entwickeln, die nicht nur das Kundenerlebnis verbessern, sondern auch die Kundenbindung stärken können. Indem sie Kunden in den Gestaltungsprozess einbeziehen und positive Emotionen hervorrufen, können Unternehmen langfristige Beziehungen zu ihren Kunden aufbauen.
 

Conclusion: Why product configurators should not be underestimated

Our numerous customers confirm it again and again: Since the introduction of the product configurator, many - for some customers even all - orders are only received via it. Customers love to design their products and come back again.

Product configurators are not a nice extra, but a central tool for customer loyalty. They offer individuality, encourage repeat purchases, and make the entire shopping process a pleasant experience.