- Loyalty is all about building relationships and the emotional experiences that build and solidify them.
- Experiences are built on increasing trust and adding value at each guest touchpoint while at the same time increasing the emotional appeal of that touchpoint and consequently the guest relationship.
- You can’t buy loyalty through frequency schemes or discounts – period!
- When you embark on a guest loyalty initiative(s) your only competition becomes yourself. This is innovative and differentiating.
- Focus on increasing the emotional appeal of your existing touchpoints and then look for ways to add more to more touchpoints by mapping your processes and touchpoints.
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Jeffrey, I drive about 5 miles out of my way (past two leading supermarket chains) to shop at Albertson's. There are many reasons why I do this and (as you know) none of them have to do with price. Last week, I bought a 6 lb. section of prime rib roast that was mistakenly rung up as, more expensive, crab legs. I didn't notice it until I returned home.
When I returned to the store the following day and pointed out the error, the manager apologized for the mistake and was genuinely sorry that I had to make a return trip to correct it. After adjusting the cost of the meat to reflect the less expensive prime rib roast, she took another $5.00 off to make up for the hassle. It was a nice gesture that reaffirmed my loyalty to the Albertson's brand.
I always enjoy your posts and articles. Well done Mr. Summers – and Happy Thanksgiving!