The Raw Truth About Customer Relationships

 

Most companies are living in a fantasy world, thinking that their “loyalty programs” are actually delivering customer loyalty.

But these are not actually doing anything of the sort. They’re merely rewarding repetitive purchase behaviour. 

That’s not loyalty. It’s bribery. And it’s vulnerable to a better reward scheme from a competitor.

Genuine loyalty comes from the heart, not the head, and it opens the wallet. Look at Apple, which (according to some wry observers) is more of a cult than a brand. Apple loyalists will buy anything the company introduces, without rewards and almost irrespective of the price.

Loyalty isn’t something than be bought. It can’t be outsourced. It has to be earned. Companies which enjoy it deliver real customer relationships, care and benefits every single day.

So my advice is: always aim for the heart. The head (and the money) will always follow. That’s loyalty you can bank on.

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2 thoughts on “The Raw Truth About Customer Relationships

  1. SUCCINT AND WELL PUT. FOR ME, CUSTOMER SERVICE IS THE MOST EFFECTIVE MEANS TO CULTIVATE MY LOYALTY AS A CUSTOMER. YOU MENTION APPLE … I RECENTLY SPILLED HOT TEA ON MY KEYBOARD. THE SCREEN WENT BLACK. I RAN TO THE APPLE STORE IN NEAR TEARS. THEY WERE LOVELY & PATIENT. IN TWO DAYS I HAD A BRAND NEW APPLE — WITH ALL OF MY DATA LOADED ONTO IT. YES, I HAD APPLE CARE (INSURANCE) BUT I REALLY FELT THE STAFF WAS INVESTED IN GETTING MY COMPUTER BACK – AND FULLY LOADED WITH MY RECOVERED DATA – TO ME ASAP. A COMPANY WORTH MY LOYALTY IS ALSO WORTH MY MONEY. THX FOR THE POST.

  2. Apologies for all-caps. Really, what I’m saying here is not THAT important… but Can’t seem to turn it off.

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