In Pursuit of Loyalty?
Jun 2013 17

For the sake of level setting, I’m defining loyalty as “a sense of duty or of devoted attachment to something or someone.” This definition leads me to believe that loyalty requires an emotional attachment that many brands may not command nor are many customers willing to offer. Even suggesting “loyalty” could send them running the opposite direction.

If, however, we are able to achieve a degree of customer loyalty, studies suggest the attachment will be based on our ability to meet or exceed our customers’ expectation of our values, product quality, etc. It will be rooted in the way we communicate with them and the experience we create. It absolutely will not be based on the discounts or points our customer might receive by continually purchasing. Should our ability to deliver on these expectations or the experience change, so will her loyalty. And quickly.

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