How To Build Global Customer Base That Stays Loyal To Your Business
Interview with George Kohler, CEO of education and simulated trading company Alpha Capital Group
Businesses must achieve success across many areas to survive, and thrive, and a vital piece of the business jigsaw is customer attraction, retention and satisfaction. Without a strong focus on this area, any business will struggle. These days, customers can rate and share their experience at the touch of the button, so businesses must deliver high standards or face being publicly called out. For the best businesses, this represents a great opportunity to showcase your product and let happy customers promote your business. In this interview, George Kohler, CEO of education and simulated trading platform Alpha Capital Group, shares how his team has grown a global, and happy, customer base.
1. How quickly did Alpha Capital Group achieve a global customer base and what steps led to that?
When my co-founder, Andrew Blaylock, and I launched Alpha Capital Group three years ago, we had a clear vision: to create a trading education platform that would not only provide valuable tools but also build trust and empower individuals around the world. Fast forward to today, and we’re humbled to have grown into a company with over 100,000 active users every month, spanning 120 countries.
While it may seem like our success happened overnight, the reality is that it has been the result of hard work, a customer-first approach, and strategic decisions we made from day one. There are some key lessons we’ve learned along the way — particularly around attracting and retaining a global customer base and achieving strong customer ratings — that I believe can benefit any business, no matter its size or industry.
As we expanded from the UK to a global audience, we quickly realised that building a diverse, international customer base requires more than just translating content. You need to understand the unique needs, preferences, and pain points of different markets. Whether it’s through localised content, customer support in multiple languages, or tailored marketing campaigns, ensuring you understand and respect cultural differences is crucial to global success.
When expanding into new markets, don’t take a one-size-fits-all approach. Invest time in understanding what drives your customers in different regions and adapt your strategies to meet those specific needs.
We’ve also focused heavily on making sure that we had the right technology and infrastructure in place from the very start, to support our growth plans for the future, which has massively helped our growth across geographies.
2. What are the key aspects of a product or service that make it attractive to customers?
If you don’t offer something your customers genuinely need or want, no amount of marketing or customer service will help in the long run. When we first envisioned Alpha Capital Group, we knew that trading could be an intimidating and risky endeavor for newcomers. So, we designed a platform that allowed users to trade with virtual capital in a simulated environment — giving them the chance to practice and learn without the fear of financial loss.
For businesses looking to attract and retain customers, it’s crucial to develop a product that solves real problems for your audience. Whether you’re offering a service, a physical product, or a digital platform, you need to ensure that it’s something your target customers find valuable. Don’t just build for the sake of building; build to meet a real, tangible need.
3.How are consumer attitudes towards services changing? What are people looking for from products and services these days?
This probably is more industry-specific but I think customer empowerment is key. We’ve always placed a strong emphasis on customer education. We don’t just want our users to passively consume content; we want to empower them with the tools and knowledge they need to succeed. By offering accessible, low-risk entry points, we’ve made it possible for individuals to build confidence, refine their skills, and ultimately use trading as a means to achieve financial independence.
Empowering your customers isn’t just about providing a product or service – it’s about giving them the resources, information, and guidance they need to succeed. If you can position yourself as a partner in your customer’s journey, rather than just a supplier, you’ll generate stronger loyalty.
4. How important is it to embrace and encourage customer feedback?
One of the key elements that has helped us grow so quickly is our commitment to listening to our users. In the early days, we made it a priority to gather feedback from every customer interaction, and we continue to do so today. That feedback has been invaluable in shaping our platform and ensuring we meet the needs of our users.
But gathering feedback isn’t enough. You need to actively act on it. In fact, we’ve dedicated a team solely to managing and responding to our Trustpilot reviews. They don’t just monitor the reviews — they engage with customers, address concerns, and identify areas for improvement. By responding to feedback in real-time, we show our users that we value their input and are committed to continuously improving.
5.What role have customer reviews played in your business growth?
I can’t overstate the importance of customer reviews. In today’s world, online reviews can make or break your business.…but rather than see this as a negative, I believe the best businesses see it as an opportunity. We’ve seen firsthand how positive reviews can help build trust, especially in new markets where we don’t have an established reputation.
Our Trustpilot rating of 4.4 out of 5, with over 7,500 reviews in 3 years, is something we’re incredibly proud of. But it’s not just about collecting positive feedback; it’s about ensuring we’re always delivering on our promises and meeting or exceeding customer expectations.
For businesses looking to build strong ratings, I’d recommend making review management a strategic priority. Recruit dedicated teams to respond to reviews, address negative feedback promptly, and thank customers for their positive contributions. A single glowing review can have a far-reaching impact on your credibility.
6. How can businesses build trust with their customers?
Trust is the foundation of any successful customer relationship. As a business, it’s essential to be transparent in your dealings with customers. e’ve built trust by offering a low-risk, no-hidden-fees approach. We ensure our customers know exactly what they’re getting into and that there are no surprises.
In a world where consumers are increasingly skeptical of brands, transparency is non-negotiable. Clearly communicate your value proposition, be upfront about pricing, and don’t hide behind jargon or unclear terms. If you make a mistake (and you will), own it and fix it. People appreciate businesses that are open, honest, and accountable.
Attracting and retaining a global customer base, while maintaining strong customer ratings, is no easy feat. But by focusing on delivering real value, listening to your customers, and prioritizing transparency and
feedback, any business can achieve long-term success. The journey we’ve had at Alpha Capital Group has been a remarkable one, but it’s been the result of consistently putting our customers first.
For any business out there, my advice is simple: invest in your customers, build trust, and always strive to improve. The rewards will follow.
7. Any final thoughts?
Building a loyal global customer base demands a deep understanding of customer needs, a commitment to transparency, and a focus on continuous improvement.
They key takeaways for any business are to understand and adapt, deliver real value, listen and act on feedback, and build trust through transparency.
I believe that by prioritising these principles, businesses can not only attract customers worldwide but also earn their long-term loyalty.
To learn more about Alpha Capital Group, visit https://alphacapitalgroup.uk/ or follow on Instagram at https://www.instagram.com/alphacapitalgroupuk/