The Power of Loyalty. Roger Brooks B.

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      Here are the reasons I am loyal to the products and brands I chose.

      • I like the Miami Dolphins because my father was and still is a Miami Dolphins fan. I grew up a Dolphins fan, and I don’t know anything different. I also like that they are the only undefeated team in the history of the NFL (which I like to point out in heated football discussions).

      • I like the iPhone because I think it is the greatest invention of my lifetime, and it is my primary source of communication, relaxation, and entertainment. My iPhone is by my side every minute of every day.

      • I like Nike because I spent six years in Portland, Oregon, where the company was founded, and I feel a personal connection to Phil Knight and the brand. I also like the high quality of its clothes and shoes.

      • I like Starbucks Coffee because I consider it my first experience and introduction to loyalty. I also like its nonfat mocha and its blueberry crumb cake.

      • I like the New York Yankees because they attract the biggest stars in the game and play on the biggest stage in the history of sports.

      • I like Zappos.com because it has the most humble approach to customer loyalty of any company that I know. I also like that its service is second to none. I really like that there is al ways free shipping.

      • I like Titleist golf balls because they are the best golf balls made. I also make more putts when I use the Titleist ball.

      • I like Versace ties because my mother-in-law bought me one about ten years ago and I felt more confident when I wore that tie. I now own over 20 Versace ties.

      • I like Nordstrom because I feel good shopping there, especially the Nordstrom at the King of Prussia Mall in King of Prussia, Pennsylvania. I also like when the clerk walks around the counter to hand me the bag after I make a purchase.

      • I like Entrepreneur magazine because I enjoy the articles and insights on progressive companies and individuals with cuttingedge ventures. I also like that Entrepreneur Press is the publisher of this book.

      Once you finish this exercise, I believe you will agree it would be quite easy to be a spokesperson for any of the brands or products you list. Once you become loyal to a product or brand, it’s hard to pull away from that brand. It becomes a part of your fiber and makes up the person you are.

      That is why companies spend ungodly amounts of money trying to earn greater market share and to retain customer loyalty. It’s also precisely the reason companies know where and when to draw the line.

      If a customer survey found that a customer leased a new Cadillac every 4 years for the past 12 years, chances are he will not be purchasing a Lincoln as his next car. However, if the incentive has enough value to make someone switch, a customer’s loyalty to a particular brand can be challenged. That is exactly the reason you can never take a customer’s loyalty for granted. It’s a tough balance, and maintaining a loyal customer base requires that your company excel in many areas, hence underscoring the need for perfecting the complete loyalty experience.

Personal Relationships Yield Loyalty

      Take a quick moment to recall where you have your dry cleaning serviced. There’s a reason you go to a particular cleaner. Whatever the reason, it can be traced back to the loyalty you have toward that business. Unless you live in a rural area, there are a number of dry cleaning businesses to choose from.

      I choose to go to Martin Brothers Cleaners. Martin Brothers is not the cheapest, and it is not the closest to my home. I go because I’m satisfied with the cleaning service and because I like the owner, George. I go because George made a connection with me. The first time I went into his store he was polite, he was efficient, and he was friendly. The second time I went in, George called me by name. He also brought out a sealed envelope with my name written on it. In the envelope was $16 in cash he said he found in my pants pocket. In only two visits, George captured me as a customer for life.

      Today, more than ten years later, George is as friendly and courteous as he was on my first visit. George’s positive attitude led him to earn my loyalty to him and to his business.

      In essence, George’s personality has everything to do with why I am loyal to his dry cleaning business. Although it may be the simplest form of customer loyalty, connecting with customers on a one-to-one basis may be the most important. If George had a personality that didn’t mesh well with his customers or allow him to connect with them in some personal way, there would be a certain percentage of his customer base he would not retain.

      Having a positive attitude goes a long way. If the people you have on the front line—the cashiers, the CSRs, the waitstaff, the Wal-Mart greeters, the fuel attendant, the bank teller, or the gallery curator—are not your “A TEAM,” then you’re putting your business at risk right from the start. You may not lose business at the particular moment when the cashier wouldn’t crack a smile; however, you’re losing future business from a potential loyal customer who wants to be treated with respect for choosing your business over your competitor.

      If you want to build your loyal base of customers, start by treating customers the way you would want to be treated yourself. Your gut-check is always the best indicator of whether your customers are being treated as well as they should be. Look around, observe how your staff interacts with your customers—you’ll know if there’s room for improvement.

      George found that treating people well is the magic formula to his success as a small-business owner. His formula, or his loyalty strategy, consists of being courteous, friendly, efficient, honest, and dry cleaning clothes to the best of his ability. George comes in early, he leaves late, and he works six days a week. He also operates in two locations. Hard work and dedication pay dividends, which leads to earning a customer’s loyalty.

      The same basic principles apply whether you are an entrepreneur with a small chain of gas and convenience stores or a large department store with hundreds of locations. Your employees (associates, clerks, CSRs, or whatever you refer to them as) are your first touch point to the consumer. Ensure they do the little things for your customers that will leave a lasting impression and set the groundwork for earning their loyalty.

Connecting One-to-One

      Like most couples, my wife and I enjoy dining out alone as well as dining out with our family and friends. We are attracted to restaurants that have a combination of great food, fine atmosphere, and outstanding service. Of all the restaurants we frequent, good service is the one area I find least consistent. There are many factors that lead to poor service, but it comes down to properly training your staff so they treat people as well as they would like to be treated themselves. Business owners work hard, especially small-business owners, and in order to keep a loyal customer base, exceptional service is key, and having the proper staff can make all the difference in the world to your bottom line.

      When we do find a server we connect with we’ll often request that person by name. I’ll use Cortese Restaurant, located in Binghamton, New York, as an example. The food at Cortese is always consistent, the atmosphere is always pleasant. When we dine at Cortese, we always request our favorite waiter, Andy. To me, Andy is the face of Cortese. Andy is always consistent. He is always friendly, funny, and conscious of our needs as СКАЧАТЬ