Winning Customer Loyalty Takes More Than a Card
How many companies exceed our expectations?
How many deserve customer loyalty? How many build brand advocates?
I ask because I’ve been thinking about the difference between companies that are receptive to opening up their culture to being social and those who don’t think they need to.
Being social is about building relationships through acquired trust.
Of course, you don’t have to be on social media to be social, but you do have to be social to be on social media.
Technology aside, online or off, there are companies that evolve and those that revolve around old rules of business.
It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. – Charles Darwin
There’s a disconnect between what companies think they do and what the reality is.
Most would say they’re doing their job by serving their clients.
They confuse “extra” for exceptional.
The Loyalty Card.
These “ never have them when I need them ” wallet stuffers are bribes. We’ll return and put up with mediocre service for that extra cup of coffee down the road.
This is what I see when I think loyalty card…
I shuffle up to the counter, dig around in my wallet to pay for my coffee then remember I have a “card”.
I shuffle through a deck of other loyalty cards, pull out the right one and hand it over to the droid behind the counter with a smile
“Oh look, I remembered my card today.”
Droid takes the card, turns it over a few times, calls the manager over who looks over it, checks the calendar and gives the approval.
Droid then opens a drawer, rifles through it looking for the stamp-a-ma-jiggy. It lets out loud sighs that causes its eyeballs to roll each time.
I turn and smile apologetically to the expanding line behind me.
Ah ha! Object found. The card is stamped and the android speaks…
“Just one more and you’ll get the next one free! (smiley face)
…Have a nice day. Next…”
These cards are good at making us repeat customers, but do they make us loyal?
Do they turn us into brand advocates?
They’d have to do better than that.
Perhaps we should give out a loyalty card to businesses.
Oh, wait, we do. It’s called money.
Customer satisfaction is worthless. Customer loyalty is priceless. – Jeffrey Gitomer
Your turn. Would you return to a business if you didn’t have its loyalty card?
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Thanks for dropping by. I'm a Social Media Strategist eager to help you sort out social media platforms and content that will best drive your business forward.
My background is in business, specifically non-profit performing arts and restaurants. (Some would argue that is also non-profit.)
In addition to the posts you'll find here, I also host the Ray2Go show on YouTube and Soundcloud and publish the weekly "Ray's Marketing Digest".