I have made adjustments to the way I think about Loyalty.
I want to thank everyone for participating, reading, commenting, and for providing very thoughtful point-of-views that I had not considered before. I went through all the comments and summarized them into six lessons learned:
The choice of loyalty remains with the customer – We knew [...]
Today is a loyalty-as-you-conceive-it-does-not-exist type of day.
First, I read this well-written piece from Roderick Morris (@roderickmorris), where he states
Operating under the idea that loyalty can be measured, monitored, and the resulting insights applied, CEM looks to create customers that make the conscious decision to purchase, not of inertia or absence of alternatives, but in [...]
Part 1 – Introduction
Part 2 – Strategic Measurement Framework
Part 3 – Design
Part 4 – Validation
If you had not had a chance to read through previous installments, please do so you can find the proper context.
So far we have created out new, or improved, experiences on paper, validated them with clients and internal stakeholders. Now we [...]
Organizations have an unhealthy obsession with Customer Loyalty.
Fact is, and I wrote about it before, that what we measure as loyalty is not even real loyalty. Loyalty, same as satisfaction, is a feeling, an emotion and it cannot be measured or repeated.
You can point me to the countless studies done that show correlation between loyalty [...]
You cannot gain loyalty out of just one interaction.
Nor can you gain loyalty by crafting awesome experiences. Loyalty is the end-goal of a well-traveled mountain path littered by barriers and detours. There are many advantages to it, but just only one way to get it. No matter who you are.
Implementing loyalty programs or crafting great [...]
A Methodology for Crafting Awesome Experiences – Part 1, Introduction
A Methodology for Crafting Awesome Experiences – Part 2, Strategic Measurement Framework
In this installment, we are covering the first of the four stages of the Methodology, Designing the Customer Experience.
Designing Customer Experiences is exactly the same whether you are redoing an existing one, or creating a [...]
Implementing Social Media has no effect on Loyalty.
Loyalty is achieved over a long-time, building trusty relationships and consistently delivering to expectations – or exceeding them. Expectations are set by the organization in response to customer’s needs, with an eye to what they can do to meet their needs as well. Not providing service through a [...]
Did you ever have as goal to make someone fall in love with you?
No decent person would go into a relationship just to make the other party behave in a manner that is not their intention or in their best interest. Couples are not formed as a one-sided relationship, and business relationships aim to have [...]
Everyone knows how to build loyalty, few are willing to do it.
First, over-deliver.
Find out what your customer’s expectations are, what they would like to see happen in any interaction, both the results and steps to complete them. Design your experiences around those expectations, aiming to always over-deliver on what they expect to see. Become effective [...]
Feelings cannot be measured.
Lighting cannot be caught in a bottle.
Cold Fusion is (for now) a dream.
The only difference between these three statements is that some people will actually believe that the first one is wrong. They are the ones who will try to measure customer satisfaction or customer loyalty. The same way that we can [...]
